Save or Share this Report

For eBusiness & Channel Strategy Professionals

Death Of A (B2B) Salesman: Two Years Later

Vision: The B2B eCommerce Playbook

March 29, 2017

Primary author headshot


  • By Andy Hoar
  • with Martin Gill,
  • Jacob Milender,
  • Jaclyn Galan,
  • Peter Harrison
Playbook icon

This is the Vision report in The B2B eCommerce Playbook For 2019.

Why Read This Report

Two years after forecasting that 1 million B2B salespeople would be displaced by 2020, Forrester sees B2B buyers both accelerating their shift to self-serve and demanding higher-quality interactions with sales pros. This report, a follow-on to "Death Of A (B2B) Salesman," explores how and why leading digital business pros are automating the order-taking process and digitally enabling sales reps for unified, full-spectrum B2B commerce.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Sellers Still Fail To Align Service To Circumstances
  • Make The Case For Channel Shift And Sales Enablement
  • Expand And Enhance The Digitally Enabled Selling Model
  • Recommendations

  • Build A Unified Digital Commerce Experience
  • Supplemental Material
  • Related Research Documents