The traditional approach to B2B sales, where buyers rely on salespeople to guide them through the process, is facing disruption. A new wave of tech-savvy buyers and the aftereffects of the pandemic are accelerating a shift towards self-service digital commerce tools. Lucidworks and Google Cloud research indicates a 90% increase in demand for digital B2B buying experiences. This signifies a decline in the importance of time spent with sales representatives. B2B organizations must adapt to...