Authors: Liz Harrison, Candace Lun Plotkin, Steve Reis, Jennifer Stanley

In this article, the authors share their most recent B2B Pulse research, which shows how the shift to omnichannel has permanently changed sales and suggests what companies and pricers can do to adjust. Liz Harrison is a partner in McKinsey’s Charlotte office and the global leader of McKinsey’s B2B Pulse. Candace Lun Plotkin and Jennifer Stanley are partners in the Boston office. Steve Reis is a senior partner in Atlanta. The authors would like to thank David Greenawalt and Kate Piwonski for their contributions to this article. The …Read More

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