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Survey: UK B2B decision maker response to COVID-19 crisis

The next normal of sales: What has changed and how to win

As governments and organizations continue to work toward containing COVID-19 and stem the growing humanitarian toll it is exacting, the economic effects are also beginning to be felt. Through a series of regular, global surveys,1 we are tracking how customers’ expectations, spending, and behaviors are changing throughout the crisis across multiple countries over time.

Highlights from the UK B2B Decision-Maker Pulse:

  • UK B2B decision-maker optimism relatively low and steady: One-third (39%) believe the economy will rebound in 2–3 months (flat from early April)
  • ~50% of B2B companies have already reduced their budgets; spend reductions in the next two weeks are more tempered (~40% reducing spend)
  • Preference for digital now ~2X more than traditional sales interactions; self-serve, digital ordering methods now preferred, eg, mobile app ordering up ~50%
  • Remote selling is now the norm and perceived to be effective: 97% of B2B companies have shifted their GTM model during COVID-19; 58% believe the new model is just as effective or more so than before
  • Sales model changes are expected to stay: 22% are “very likely” to sustain these shifts 12+ months after COVID-19 and another 52% are “somewhat likely” to do so"

Please check back regularly for updates.

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