In the past, industrial companies’ sales efforts relied on technology or product leadership to stay ahead of the competition. Today, they must successfully meet the rising service expectations of digitally empowered customers seeking the same levels of ease, transparency and service that they enjoy as consumers. Sales and marketing organizations need to focus less on product and more on the customer experience: continually differentiating the customer journey, leveraging digital technologies to improve established processes and ways of doing business, and becoming high performers in terms of process, organization and strategy.
New technologies and new competitors have disrupted what was once a simple, linear buying process in the B2B space. Industrial customers are behaving increasingly like consumers.