CV_MarApr_22

place strategy can be beneficial to both solution vendors and their partners. Coming out of the pandemic, which unilaterally accelerated digital transformation plans and the adoption of digital technologies, B2B buyers have settled into an evenly divided mix of sales channel, show surveys from McKinsey & Co. “[T]he ‘rule of thirds’ has become entrenched,” said McKinsey & Co. analysts. “Given the choice of traditional human, remote human and digital/selfserve channels, buyers globally have shown they want them all – and in equal measures throughout the purchasing journey,” they continued. And albeit just slightly, digital and self-serve options now account for the largest share of ordering (35 percent) and re-ordering (36 percent) activity. Not surprisingly, the higher the value or complexity of the transaction, the more likely buyers prefer traditional human interaction, show McKinsey figures, but 31 percent of respondents still preferred digital/self-serve channels for “high value” deals, and 29 percent preferred digital sourcing during “more complex” purchasing situations. B2B buyers also show a willingness to transact larger order values through digital/self service and remote human interactions. The percentage willing to spend between $500,000 to $5 million through these channels grew from 16 percent in February of last year to 20 percent by December 2021. A solid majority are willing to spend $50,000 or more through digital or remotely served channels. Providers likewise appear to be more comfortable with the postpandemic omni-channel balance. Companies are nearly unanimous that their current sales model is more effective than their pre-pandemic model, showed McKinsey’s latest figures (see table on page 48), and optimism has grown substantially since early 2020. About a third said their new normal version was “much more” effective. In general, the more channels an omni-channel seller utilized, the more likely they were to be market share gainers, suggest McKinsey surveys, and marketplaces in particular appear to have a positive impact on customer acquisition efforts. Nearly threequarters (72 percent) of companies that built their own marketplace experienced market-share growth during the past two years. “Among those that did not build a marketplace, only 42 percent of companies saw share growth – a difference of 1.7x,” said McKinsey. Source: CompTIA, 2021 Majority Affirm IT Channel Relevance ... But Mixed Feeling on State of Change Sourc : CompTIA, 2021 Current way of interacting with suppliers’ sales reps, by stage of process % of respondents per sales channel type Source: McKinsey & Co. Identifying and researching new suppliers Considering and evaluating new supliers Ordering Reordering Accelerated or expanded efforts Stayed the course Paused or abandoned efforts Overall ANZ BeNeLux Canada UK US 27% 29% 39% 44% 46% 43% 51% 53% 47% 56% 52% 32% 6% 14% 10% 43% 38% 6% 11% 37% 10% 27% 31% 39% 19% 28% 47% 20% 35% 38% 22% 25% 47% 32% 28% 35% Overall ANZ BeNeLux Canada UK US Relevant an changing ra Relevant an holding ste Only somew relevant an diminishing unsure Aug ‘20 29 32 33 49 35 33 22 34 34 30 32 33 48 35 34 22 33 33 20 32 32 44 34 33 36 34 35 19 30 30 46 34 33 35 36 36 Feb ‘21 Dec ‘21 Aug ‘20 Feb ‘21 Dec ‘21 Aug ‘20 Feb ‘21 Dec ‘21 Aug ‘20 Feb ‘21 Dec ‘21 Traditional interactions Remote human interactions Digital self-serve 47 MARCH - APRIL 2022 | CHANNELV ISION

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