The report highlights the pressure on companies to reinvent their commercial approaches due to evolving customer needs and technology disrupting traditional ecosystems. The impact on the B2B market is becoming more visible, with business models and go-to-market strategies being increasingly challenged. Customers are requiring more than simple products or services, and the emergence of anything-as-a-service (XaaS) emphasizes evolution towards integrated solutions. The B2B sector is lagging in exploiting the benefits of the sharing economy, but start-ups are emerging that leverage it towards B2B companies. Companies need to adapt their commercial approaches to develop customer preference and maximize margins, facing fundamental commercial challenges such as identifying unmet needs in the market and determining their unique selling proposition.
