Vision Report

Death Of A (B2B) Salesman

One Million US B2B Salespeople Will Lose Their Jobs To Self-Service eCommerce By 2020

April 13th, 2015
Andy Hoar, null
Andy Hoar
With contributors:
Carrie Johnson , Shar VanBoskirk , James McQuivey, PhD , Patti Freeman Evans , Susan Wu , Laura Naparstek , Jacob Milender , Lori Wizdo , Peter O'Neill , Josh Bernoff


Forrester forecasts that 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020. While B2B buyers overwhelmingly prefer to research, and increasingly buy, products and services via a self-service website, B2B sellers still force buyers to interact with their salespeople as part of the purchase process. This report describes how and why B2B eBusiness and channel strategy professionals must radically transform their historical sales models to accommodate a real-time and global buying environment where websites, not salespeople, are at the heart of how B2B companies buy and sell.

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