In a lot of ways, COVID-19 was a catalyst for change. For businesses, the
pandemic and resulting economic shakeup dramatically accelerated many
trends already in the works including work from home policies and digital-first communication with prospects and customers. Digitally-enabling the
buyer's journey went from a ‘nice to have’ to a ‘must have’ practically
overnight. The market has changed as well. Due to economic uncertainty,
B2B buying cycles are taking longer as businesses are more conscientious
about spending, which requires sellers to be more persistent. These shifts in
the economy and buyer behaviors force businesses to adjust their go-to-market approach to drive sales and revenue.
One such example is the rise of the digital sales force.
Sales organizations contending with the pandemic had to suspend in-person meetings, events, and tradeshows which were essential to building
relationships and closing deals. Instead, Sales teams—and the people they
sell to—are now working from home. This creates a number of challenges
for organizations including enabling teams for digital selling and meeting
the needs of a digital-first audience. While some organizations were
ahead of the curve, now it is imperative for all businesses to operate from a
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