How to take the pivot towards a digital sales model - Presented by ORACLE-How to take the pivot towards a digital sales model Presented by ORACLE

Video Transcription

Video Summary

The session introduced Oracle’s Nils Gothen and Turning Point’s Johnny Barton to discuss how B2B sales and service are being reshaped by digital adoption. Nils explained that B2B buyers now expect consumer-like, 24/7 self-service, fast responses, and seamless experiences across multiple channels. He highlighted research showing most supplier-buyer interactions will soon happen digitally and argued that companies must move away from siloed processes toward connected, end-to-end revenue journeys.<br /><br />He outlined three priorities for modern B2B organizations: digital self-service, unlocking sales opportunities through better customer intelligence, and cross-functional collaboration to create new business models. Real-world examples from Ricoh, Elekta, and Johnson Controls showed how companies are streamlining quoting, ordering, and recurring revenue processes.<br /><br />Johnny Barton then shared Turning Point’s experience as a health and social care provider. During the pandemic, the organization rapidly shifted from face-to-face support to virtual services, online therapy, and digital engagement while preserving human connection. He stressed the importance of blending digital convenience with personal care.<br /><br />In the Q&A, both speakers agreed that digital should not replace people but free them to have more strategic, valuable customer conversations.

Keywords

B2B sales

digital adoption

self-service

customer experience

revenue journeys

cross-functional collaboration

virtual services

digital engagement