The great rebalancing: From channel spikes to omnichannel equilibriumĬustomers have been clamoring for omnichannel sales for years, and our research shows that more B2B companies are getting the message. If keeping up with customers’ omnichannel expectations has felt like a game of two steps forward, one step backward, B2B companies now have a once-in-a-generation opportunity to shift share meaningfully-through greater orchestration, integration, and personalization.

Master the five “must dos.” Customers are resoundingly clear on the five capabilities they most want from omnichannel-and they want all of them, from performance guarantees to real-time customer service.īut good news is buried in the more than 300,000 data points we’ve gathered in our latest B2B Pulse.

The new bar for omnichannel excellence is ten or more channels over three engagement modes (in-person, remote, and self-service), delivered 24/7. Customers are more willing than ever to switch suppliers to gain exceptional omnichannel experiences. All B2B customers prefer omnichannel, no matter their industry, country, size, or customer relationship stage. The more channels a sales organization deploys, the bigger the market share gains.

Omnichannel is a path to share growth.B2B companies that assume they’ve cleared the omnichannel bar in sales and marketing will need to think again.

And if they don’t get what they’re looking for, they’ll take their business elsewhere. Our research, which just surveyed close to 3,500 decision makers in 12 markets (and over 21,000 since 2016), found that what customers want from omnichannel is “more”-more channels, more convenience, and a more personalized experience.

McKinsey’s most recent global B2B Pulse reveals that B2B companies have reached equilibrium in their omnichannel capabilities-just in time for customers to disrupt that balance again. After two years of nearly nonstop business disruption, B2B companies have finally flexed to meet their customers’ omnichannel expectations.

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