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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