THE PRIMARY CHALLENGE FOR THE REMAINING 18 % WAS THE DIFFICULTIES WITH GROWING CLIENT LIFETIME VALUE .

• Commerce channels – Carrying over the digital momentum from last year , more B2B companies reported direct online sales for their websites ( 73 % versus 55 % for 2020 ). Assisted sales , a long-time favourite in the B2B space , also registered an uptick , with roughly 21 % more companies focusing on this channel than last year . Overall , orders were placed across more channels , signalling companies ’ willingness and ability to experiment on any touchpoint where prospects are present . �

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