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While “social selling” is a key idea that has emerged over the past few years, it is clear that something larger is afoot. Keeping up with fast-moving and well-informed customers requires sales departments to focus less on the hard sell and more on adding value to the experience and relationship via digital channels. Moreover, selling must become seamless, bridging traditional department silos like Marketing, Sales, and Service to meet customers wherever they may engage an organization.

This report examines the transformation of selling in complex transactions, such as those typically done in business-to-business (B2B) sales or high- consideration consumer sales. Three types of transitions drive the digital transformation process: Platform Integration, Organization, and Culture. Notably, while digital technologies may drive the transformation, the strategic focus for sales teams must include changing organization and culture such that customers become the core of the selling process.