“Buyers want it; sellers need it,” according to Harvard Business School professor Doug Chung, McKinsey & Company partners Isabel Huber and Jean-Charles Devignes, and McKinsey associate partner Tom Clauwaert. "It’s not trivial, but it’s not rocket science either."

During the early stages of the pandemic, many B2B companies considered remote interactions as a temporary patch, a way to stay in touch with customers while sales reps were confined to their home offices. Now, it’s becoming clear that omnichannel is here to stay, and many businesses aren’t prepared for this permanent . . .

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