In today’s dynamic B2B world, growth depends on more than products. Buyers expect seamless, personalized, digital-first experiences. McKinsey’s 2024 B2B Pulse Survey shows that top performers combine human connection with technology to meet evolving expectations.
1. How adopting the five B2B “truths” transforms sales performance
McKinsey identifies five fundamental truths that define successful B2B organizations today:
- The rule of thirds – customers split their time roughly evenly between in-person, remote, and digital self-service interactions.
- Seamless omnichannel – buyers expect the ability to switch effortlessly between channels.
- E-commerce dominance – digital sales now often generate more revenue than traditional in-person channels.
- Hybrid work effectiveness – distributed teams outperform centralized ones in revenue growth.
- Gen AI adoption – data-driven teams leveraging AI outperform peers in market share gains.
By embracing these truths, organizations can modernize their sales approach, reaching buyers in the ways they prefer and ensuring every interaction adds value.
2. How understanding customer needs reveals new growth opportunities
Today’s buyers behave like consumers — researching broadly and switching suppliers quickly. By analyzing buyer archetypes — Adapters, Innovators, Seekers — companies uncover unmet needs, identify growth segments, and design resonant solutions.
3. How a coherent customer experience builds differentiation and loyalty
Consistency across channels builds trust and loyalty. Unified digital, remote, and in-person touchpoints deliver frictionless journeys that align with expectations and discourage churn.
4. How leading companies sustain growth through hybrid and digital innovation
Leaders leverage hybrid models, e-commerce, and AI insights to stay ahead. Hybrid teams enable agility and global reach, while AI enhances pricing, personalization, and decision-making — unlocking new sources of value.
5. How generative AI unlocks the next wave of B2B growth
Companies integrating Gen AI into marketing and sales are 1.7 times more likely to gain market share. By combining data-driven insights with human judgment, they tailor interactions, enhance productivity, and capture growth opportunities.