COVID-19 has transformed many aspects of how companies conduct business, and sales and marketing are no exception. A McKinsey Pulse Survey in 2020 found that pre-COVID, 52% of B2B decision makers rated traditional sales interactions as more important than digital interactions. As COVID took hold though, that number dropped to 34%.
Even as employees begin returning to the workplace, it does not appear the shift to digital is going away. Gartner’s Future of Sales 2025 report predicts that 80% of B2B sales interactions will occur through digital channels by 2025.