Disruption is turning B2B buying and selling on its head. Quick and efficient B2C buying journeys have reshaped B2B buyers' expectations, and marketplaces have shortened the distance between buyers and suppliers. Buyers prefer to self-serve, but B2B's nuances and complexities often get in the way. That's why digital business leaders need to deliver a consistently high-quality buying experience to their customers, regardless of their preferred channel. Read this report to understand the business benefits of omnichannel and to learn the seven ways to help you execute.