The adage “the only thing constant is change” has never been more universally applicable than this past year – across the globe, across industries, across buyers. All manner of ways in which we work and consume has changed and continues to change, driving innovation, disrupting industries, and transforming buyers’ behavior. To survive, companies must follow the old adage: to remain a constant, they must change.
Overnight, we shifted to work-from-home, and, after a few days to adjust and align, we discovered surprising benefits. By working remotely, we gained time by losing our commute, and we increased exponentially the number of meetings we could hold – and the number of people we could meet with – in a typical business day. Executives, customers, and decision makers were suddenly more accessible, and we could share a ‘face-to-face’ call in far more intimate settings, allowing us to meet family and pets, which in turn deepened relationships. Beyond productivity and a healthier work-life balance, remote work obliterated any constraints of geography, enabling companies to consider employees across the country and globe, thereby expanding talent pools, creating retention opportunities, and bolstering diversity efforts.
Now, despite the easing of restrictions, published studies and employee surveys (even our own annual Tell Dell survey) show that many employees want and expect to continue to work remotely at least part-time. No surprise there, but it is important to note: These changes in preference and expectation are not limited to how we work; They apply to every aspect of our lives. In 2020, with never-before-seen speed, we adopted distance learning, telehealth, online entertainment, 3D printing of PPE, online grocery/restaurant orders, and digitally-enabled deliveries and curbside pickup – and we aren’t going back. Just like employees now prefer the flexibility of work-from-home, buyers now prefer – and expect – the flexibility of shop-from-home.
While these changes were in progress well before 2020, the pandemic accelerated and normalized adoption, and now buyers approach business decisions with the same preferences, expectations, and behaviors of consumers. In fact, according to Gartner, by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.[1]
Buyers have already embraced online research and digital buying. They expect authentic, personal experiences and relationship-driven online interactions. Like the consumers they are at home, B2B buyers are researching online well before they engage with a person. To survive, companies must meet customers where they are and how they want to buy: online.
For marketing and sales, the handoffs have changed. In marketing, our messaging and content is touching decision makers and potential customers far before they meet with a sales rep. Enabled by artificial intelligence (AI) and enhanced analytics, sales teams will need to follow the data, and be ready to respond to buyers’ needs at the exact time they realize the need.
At Dell Technologies, we have not only embraced this digital transformation change, but we are also leveraging marketing automation technology to help our partners learn and activate digital marketing and selling. We are training our sales and marketing teams while also providing enablement, training and support to enable our partners to navigate the new buyer’s experience. Our teams are organized to move quickly and lead through change so, together with our partners, we can address the ever-changing needs of our customers.
Are you and your team ready for this change? Do you have the digital skills needed to adapt? Are your organizations agile and open to new ways of working? Do you have the right leaders in place to lead through change?
Your buyers are in the driver’s seat: They determine if, when, and how they interact with suppliers. Are you in the right place at the right time to meet your customer if, when and how they want? To remain a constant – to remain in business – you need to embrace the change in your buyer and embrace the technology available to meet your buyers where they are – online.
Join me July 13 at my session Digital Leadership – Embracing the Buyer Evolution at the SEMI Innovation for a Transforming World virtual event to learn more.
Senior Vice President at Dell Technologies, Cheryl Cook spearheads development and strategy for the Global Partner Marketing organization. Beyond her main global responsibilities for branding, partner program marketing, channel events, partner communications, and MDF/BDF program investments and execution, Cheryl drives long-term partner marketing strategy, together with Dell’s Global Alliances, OEM, and global and regional business teams. A vocal advocate for the partner community, Cheryl is a 20+ year partner veteran, known as an innovative, collaborative leader who creates compelling business solutions that accelerate partners’ success.
[1] Gartner Press Release, Gartner Says 80% of B2B Sales Interactions Between Suppliers and Buyers Will Occur in Digital Channels by 2025, September 15 2020.