Altimeter’s 2020 State of Digital Selling research probes the capabilities and key success factors enabling the digital transformation of selling among B2B businesses. Based on a survey of 506 sales professionals across North America, Europe, and China, this report offers a comprehensive view of how B2B sales teams are leveraging digital in their sales processes.

This study of 170 B2B C-suite executives and digital transformation leaders includes an assessment of the impact of COVID-19 on transformation plans, priorities and investments and an examination of digital maturity based on the dimensions of leadership & culture, customer experience, marketing and sales, technology & innovation and data & artificial intelligence.