If you’re a B2B company leader, you know how important face time is. Sales visits, trade shows, and demonstrations present opportunities to engage with customers and highlight your knowledge, experience, and ability to solve problems at scale — key differentiating factors that can make or break your growth curve. But COVID-19 has brought these sorts of interactions to a screeching halt. To respond effectively, you’ll need to accelerate your digital investments in always-on, virtual models for engaging customers and evolve your operating model to realize the full potential of those investments.
Some investments can add value quickly, without too much difficulty, and others will require more time. Launching or bolstering e-commerce, virtual trade shows and innovation center demonstrations, and digital configuration tools can be done in a matter of months. For example, the time frame for standing up e-commerce channels has collapsed from 20-plus weeks to less than 10 weeks