In the next four years, 80% of B2B sales interactions will occur on digital channels, according to the The Future of Sales from Gartner. In fact, 33% of all buyers today say they desire a rep-free sales experience. This marks a transformational change heightened by the pandemic. How can businesses meet this new breed of B2B customers when, where, and how they prefer to engage?

Perhaps out of necessity-or simply capitalizing on greater access to and improvements in sales automation, artificial intelligence (AI), and real-time data and analytics-B2B sales organizations are changing how they think about digital engagement and tapping into new solutions to turn their vision into reality. At Five9, we believe it comes down to reimagining customer experience (CX).

A reimagined B2B sales process requires a new way of thinking about virtual selling and a willingness to tap into new technologies. It's clear that empowered B2B buyers increasingly expect experiences that include digital or self-service options, and it's up to progressive sales organizations to lead the charge.