Barrett Thompson: The Omnichannel Dilemma

Customers expect their vendors to offer them a seamless omnichannel buying experience across all sales channels. Omnichannel selling creates a dilemma for B2B pricing teams due to inherent product and price complexity and the widespread practice of negotiated pricing. How do you offer the right price, accurately and immediately, whether a customer interacts with a visiting sales rep, a service rep at a branch counter, a call center rep or your web shop?