The Pandemic’s Impact on B2B Selling

Buying and selling changed dramatically in the last year, accelerated by the pandemic, forcing both parties to use digital channels. Back to discuss COVID-19’s influence on global selling, Christoph Schell, Chief Commercial Officer at HP, talked with Calvary TV host Joe Gemma.

The second conversation focuses on eCommerce, social selling, omnichannel and other paradigm shifts.

Schell described HP’s response. “There is a decentralization of decision-making, and the shopping journey moved online for B2B. Regions don’t work anymore; it’s a global strategy to ensure consistency.”

HP redefined its sales process and included centers of excellence. The two most critical are the HP store, where customers interact directly with the brand, and building an omnichannel team. “The customer is getting more information and leaving footprints, which we use to understand what they want, sometimes before they articulate it. That’s caused me to hire data analysts in sales,” Schnell said.

More data about customers offers companies the chance to have one-on-one engagement and more personalized experiences. A global message is the bedrock, but Schnell noted that localization in individual markets customizes it.

Schnell also spoke about forecasting. “Historical data wasn’t important last year. We went to scenarios looking at the accuracy of ambition of what we want to achieve. It’s a bigger focus on outcomes.”

How people sell is different now, too. Schnell thinks that some traditional approaches will remain, but that social selling and data analytics will thrive. “Social selling works. It’s relationship-building –virtually. Both traditional and social will co-exist, but the pandemic accelerated digital channels.”

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook –
LinkedIn –

Follow us on social media for the latest updates in B2B!


verizon leaders
Verizon Leaders: Unlocking Connectivity with the Verizon Partner Network
December 1, 2023

For a special episode of The Verizon Partner Network the focus was on the considerable role of partnerships in the Verizon Partner Program and the leaders shared their perspectives on the initiative. Their conversation brought about a lot of thought-providing context on the evolving telecommunications landscape. In today’s era, collaboration and integration are key to […]

Read More
Mark Tina Envisions Differences to the Verizon Partner Network in 2024
December 1, 2023

In the dynamic telecommunications landscape, Verizon’s Partner Network continues to evolve, adapting to new trends and opportunities. For another segment featuring Mark Tina, VP of Indirect Channel Distribution and Channel Chief at Verizon Business Group, he explores exactly what types of significant changes and advancements the Verizon Partner Network will see in 2024. In this […]

Read More
verizon business group
Mark Tina Explores the Importance of Partners in Verizon Business Group Success
December 1, 2023

A special episode of The Verizon Partner Network focuses on an examination of an industry marked by fierce competition and rapid innovation. But most importantly, how the role of partnerships in a company’s success is increasingly vital. Mark Tina, the VP of Indirect Channel Distribution and Channel Chief at Verizon, details why partners are essential […]

Read More