B2B sales have undergone a major shift in recent years, with 73% of B2B buyers preferring to research products and services online before making a purchase. As such, companies need to ensure their sales process is optimized to convert leads into customers.

As customers become increasingly digital, the traditional model of sales must adapt to meet the needs of today's buyers. Companies must shift from a transactional, product-centric approach to one that is more customer-centric, focusing on building relationships and delivering value.

We see 4 main areas where business shall focus on: customer experience, data-driven insights, sales enablement, and process optimization.

- #customerexperience is key in today's market. Companies must create a personalized, seamless experience for customers, from initial contact to post-sale follow-up. This includes understanding customer needs and providing tailored solutions, as well as leveraging technology to streamline the sales process.

- #datadrivendecisions insights are also essential. Companies must use data to gain a better understanding of customer needs and preferences, and to develop more effective sales strategies. This includes utilizing predictive analytics and AI to identify potential buyers and target them with relevant content.

- #salesenablement is another important factor. Companies must equip their sales teams with the tools and resources they need to be successful. This includes providing training and coaching on new technologies and sales processes, as well as leveraging sales automation tools to increase efficiency.

- Finally, #processoptimization is a must, especially in a recession timeline. Companies must streamline their sales processes to reduce complexity and ensure that all stakeholders are aligned. This includes creating an integrated customer journey across all channels, as well as leveraging analytics to identify opportunities for improvement.

In conclusion, companies must reframe their approach to B2B sales in order to remain competitive. By focusing on customer experience, data-driven insights, sales enablement, and process optimization, companies can create a more efficient, effective sales process that will help them win more deals and increase revenue.