by the numbers in Number of B2B leaders who saw the speed of decision- 1 making and access to people increase through digital selling, suggesting they must better leverage virtual 3 environments. Percentage of B2B sellers who will see traditional inside- 80sellers qualities, such as demonstrating deep knowledge of the customer’s organization, as increasingly important. Percentage of B2B leaders who believe in the value of 75strategic relationships and collaboration between parties over transactional vendor relationships. (WPP Proprietary Research) 22 BUSINESS & GROWTH TRENDS 2022 OGILVY GROWTH & INNOVATION