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Changing the question is one way to innovate. Take the Customer Relationship Management (CRM) CEO Marc Benioff, who started Salesforce with a query, "Why are we still loading and upgrading software when we have the internet?" He then created cloud-based software services (SaaS) as key to his CRM Value Proposition. Or, consider Nobel laureate Richard Thaler, who questioned, "Would it change economic theory if we stopped pretending people were rational?" Sometimes you have so m

What does Omnichannel mean? Customers have a choice... in-person, remote, and e-commerce when evaluating and purchasing B2B products and services. B2B decision-makers confirm that Omnichannel is not simply a trend nor a pandemic workaround; instead, it is a critically important fixture for B2B sales globally. The pandemic has cemented omnichannel interactions as the predominant path for B2B sales. Even as in-person engagement reemerged as an option, buyers made clear they pre