Summary
Embracing e-commerce and marketplaces has become essential for companies seeking to meet the changing expectations of B2B buyers and to drive profitable revenue growth. Despite the clear advantages, companies are encountering obstacles that impede their path to online sales success, with the most significant hurdle being resistance from the sales team. In this report, we explain why sales resistance to e-commerce is prevalent, the impact on business operations, the strategies sales and marketing leaders can use to mitigate these challenges, and how to leverage e-commerce as a sales enablement tool.
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