Observed Signal · May 8, 2023 · Industry Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Hybrid Sales Teams Boost Profitability and Market Share Growth
This CMSWire feature examines how B2B sales organizations shifted to hybrid sales teams combining inside sales, outside sales, and ecommerce after the COVID-19 pandemic. Citing McKinsey's April 2023 B2B Pulse survey, the article reports that companies increasing hybrid sales teams by more than 10 percent are 79 percent more likely to be market share winners, and that B2B buyers' willingness to spend $10 million or more online grew by 83 percent. Claudia Hughes of Global Industrial and McKinsey partner Candace Lun Plotkin discuss how the hybrid model improves customer satisfaction, enables omnichannel orchestration, and leverages sales technology and customer data for personalization. The article also highlights a 'Rule of Thirds' in buyer preferences, with customers split among face-to-face, remote, and online purchasing interactions.
Provides survey-backed insights into hybrid B2B sales models and ecommerce adoption, relevant for sales technology and customer experience strategy, but not a specific AdTech/MarTech product or market event.
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Key Takeaways & Evidence Grounding
- McKinsey's April 2023 B2B Pulse survey found companies that increased hybrid sales teams by more than 10% are 79% more likely to be market share winners.
- B2B buyers' willingness to spend $10 million or more online increased by 83%, according to McKinsey.
- Global Industrial, a B2B supplier, adopted a hybrid sales model combining inside sales, outside sales, and ecommerce.
- Claudia Hughes serves as Senior Vice President and Chief Sales Officer at Global Industrial.
- McKinsey partner Candace Lun Plotkin described a 'Rule of Thirds' for buyer channel preferences.
Connected Companies & Entities
1 Entity mapped“Candace Lun Plotkin, a partner in McKinsey's growth, marketing and sales practice, cited the April 2023 B2B Pulse survey....”
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