B2B customers that traditionally relied on sales brochures and meetings with sales reps for information on products are increasingly turning to online sources, both for research and purchase. To address the paradigm shift in customer buying behaviors and expectations, most B2B organizations are trying to adapt to the change, while more agile organizations are already reaping the benefits by targeting the customers who are looking to buy or at least initiate purchase decisions online.
Although most B2B enterprises already possess a strong IT infrastructure and portal network, most of the systems are not built with online shopping in mind. So, the challenge before enterprises is to set up a strong system for selling to users who prefer to shop online. This white paper outlines the key drivers pushing B2B enterprises to adapt to a multi-channel selling approach, identifies the roadblocks to building online selling capability, and highlights actionable IT fixes for digital sales enablement.