Cross-channel is the new normal for B2B

 

We’ve recently been helping one of our clients to build and implement a new go-to-market strategy for their Retail sector. One of the key trends within retailing currently (apart from massive discounts everywhere you look) is the move towards cross-channel retailing.

The term ‘cross-channel’ is used to represent the concept of multiple sales channels working in an integrated fashion to deliver the experience required by consumers. This is distinct from ‘multi-channel’ retailing which is typically taken to mean retailers operating several channels (e.g. store, online, contact centre) largely independently of each other.

However many B2B technology companies still take a very siloed approach to their go-to-market model, with direct and indirect channels run as completely independent business units, with separate marketing and support functions.

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