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How B2B sales have changed during COVID-19

New digital behaviors are becoming the next normal.

The pivot: Accelerated migration to remote and digital

Amid the COVID-19 pandemic, the way companies buy from and sell to each other now looks very different than it used to—perhaps permanently. To thrive in the next normal, B2B companies will need to continue adapting to the new economic reality.

To understand how large the challenge is and actively monitor the major shifts and swings, McKinsey & Company created its B2B Decision Maker Pulse, a survey of 3,600 B2B decision makers in 11 countries, 12 sectors, and 14 spend categories. For more insights, access the full research, How B2B decision makers are responding to the coronavirus crisis.

Among the emerging trends:

How B2B sales have changed during COVID-19
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About the author(s)

Liz Harrison is an associate partner in McKinsey’s Charlotte office, and Ryan Gavin, Candace Lun Plotkin, and Jennifer Stanley are partners in the Boston office.

The authors wish to thank Yagmur Anis, Barr Seitz, and Cindy Van Horne for their contributions to this article.

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