Integrating technology without killing the human element in B2B sales

Integrating technology without killing the human element in B2B sales


Many C-level executives were asked whether human or digital interaction was more impactful and effective on their customer journey. Well, the majority of answers indicate that both were of equal importance. However, the facts on the ground make it difficult for sales leaders to grasp what they need to do, especially when different segments of the company have a vested interest in pushing opposing sides of the human vs. digital discussion.

According to a study, companies that incorporate a human touch into their digital sales typically beat their competitors. They generate five times more revenue, eight times more operating profit, this data stands true over a four to five-year timeframe.

Practices find that most B2B interactions have moved to remote or digital, based on a study made in 2021 showing the way of interacting with suppliers at each stage. This shift towards digital is increasing as an impact of COVID and significantly influenced the business model of the organizations.


The above exhibit further re-affirms the need to blend in a digital experience with a traditional sales model. B2B Leaders have diversified their business model into an Omni-channel one; this transition not only embraces the inclusion of a digital service but also a new sales approach.

  1. Buyers have shown a clear preference for cross-channel offerings, that is choosing between in-person, remote, and digital self-serve interactions in equal measure.
  2. Overall, the self-serve option E-commerce has significantly grown since last year hence the need to be Omni-channel is imperative.
  3. Two-thirds of customers tend to lean towards remote human interactions or digital self-service.

Download our publication to know more about challenges faced in the traditional selling model while indicating the solution provided in the new selling model, along with the steps to achieve a successful digital transformation.

We hope you find this publication helpful in navigating the ever-changing sales industry, and we look forward to receiving your feedback.

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How We Could Help

We can help you achieve a successful balanced transformation, putting science, technology, and people at the heart of what we do in order to maintain the required balance between technology and the human element when it comes to Sales and Marketing.

This includes but is not limited to redefining your right sales strategy, re-engineer an end-end customer journey,  identifying and integrating the right digital initiatives, and restructuring the sales and marketing organization to be equipped to orchestrate the new approach and processes [Next Gen Sales, and Personalized Digital Marketing]

Further, we continue in aiding to execute the set plan, adopt the new culture and harness the power of available new data for better sales, marketing personalization, and customer experience.

Take the 1st Step Towards A Successful Digital Transformation

Contact us for a fruitful discussion on how this can aid your sales revenue growth.

Senior Consultant
A results-driven management consultant with experience in diagnosing a range of problems, from small businesses to large corporations. Combining his mechanical engineering skills and his passion for sales, Anthony strives for success within his profession and seeks to become, today, the principal in applying the analytical mindset in all sales management development projects.

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