Since B2B buyers are using more channels, B2B sellers must, too…Hybrid selling – initially an adaptation to the pandemic – is expected to be the most dominant sales strategy by 2024 due to shifts in customer preferences and remote-first engagement.Hybrid sales drive up to 50 per cent more revenue by enabling broader, deeper customer engagement and unlocking a more diverse talent pool than more traditional models. Winning B2B organisations are shifting to a more hybrid sales force by implementing four actions that support success.

Read the full story, By Lisa Donchak, Julia McClatchy, and Jennifer Stanley, at https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-b2b-sales-is-hybrid?cid=eml-web