The new year promises to be particularly exciting for the B2B commercial function. After a year of disruption, three trends are set to define the game in 2023.
Trend 1: Account expansion over new logo acquisition
In an uncertain economic environment, the most efficient path to revenue is existing clients. Upselling and cross-selling will dominate commercial playbooks in 2023.
Trend 2: The automation of low-value prospecting tasks
Routine outreach, follow-up sequences and meeting scheduling are increasingly automated. This frees sales reps to focus on the high-value, relationship-driven activities that actually move deals forward.
Trend 3: Buyer enablement over seller enablement
The most effective B2B sellers in 2023 will be those who make it easy for buyers to buy — not those who are best at pushing their pitch. Content, self-serve resources and frictionless buying experiences are the new competitive weapons.
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