Get ahead of the competition by finetuning your commercial operations

By Simon Bøge – Partner

How 2020 changed the commercial playing field.

Driving Sales Became Increasingly Difficult in 2020

At the outset of 2020, companies in Denmark were optimistic about their investment levels, but after the crisis materialised in the first quarter, the sentiment quickly changed. As companies restricted investments in a ‘wait-and-see’ reaction, so did B2B sales become impacted. In some industries, sales rose as a consequence of lockdowns, but for the small majority, sales were negatively affected.

Many of our respondents reported difficulties in driving new business in 2020, as customers were hesitant to make new investments or because of lacking market or opportunity insights. As such, the main commercial challenges in 2020 were generating and converting business opportunities.

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