Trends Report

Digital Forces Catalyze A Tectonic Shift In B2B Channels

Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems

January 13th, 2017
Tim Harmon, null
Tim Harmon
With contributors:
Peter O'Neill , Andy Hoar , Jacob Milender , Kara Hartig


In the age of the customer, customers are in charge of not only their interactions with suppliers and providers but also their sourcing choices. When designing and equipping their ecosystems, business-to-business (B2B) marketing professionals need to think less about customers' journeys in terms of their companies' routes to market and more in terms of customers' routes to solution. This report details the digital forces and drivers in play and lays out a prescription for both B2B marketers and their partners to accommodate them.

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