Calculate Customer Willingness to Pay
Most B2B companies accelerated their efforts to digitize customer journeys, shifting their meetings to video conferences, and exploring self-service platforms to execute sales. In many ways, this change was inevitable, had been foreseen, and widely debated.
But previously, organizations had been slow to adapt; many were hesitant to make major changes, unsure whether customers would accept the new reality, and fearful that internal teams (especially in sales) would rebel. The pandemic was the spark that changed all that.