Dianne Ledingham: Mastering the New Reality of Sales

Digital technology and the proliferation of data have fundamentally changed the way business-to-business (B2B) companies sell their products and services. To adapt, leading B2B companies are learning how to design offers that use the most effective channel to target the right customers, says Dianne Ledingham, a partner in Bain's Customer Strategy & Marketing practice, in this short video.

Read the Bain Brief: Mastering the new reality of sales