The Shifting Landscape of B-to-B

In B-to-B marketing, there are essentially five promotional channels: inbound sales, outbound sales, outside sales, Web and catalog/mail.

Given today’s marketplace, I thought it might be useful to talk about some of the bigger changes I see happening in each channel.

1. Inbound sales. The days of having “order takers” are long gone. Today's successful companies cross-sell, upsell, retain and add value to each inbound customer experience. Try hiring more talented, sales-oriented (i.e., more expensive) reps for your call center, and measure performance statistics by inbound sales rep.