Customers nowadays expect more and companies need to shift to put them at the center of sales—by improving channels, technology, talent, incentives, and culture. This article is a collaborative effort by Guilherme Cruz, Boudewijn Driedonks, Ben Ellencweig, Maximilian Fischer, Fidel Hernandez, Josh Klemme, Molly Lewis, and Maria Valdivieso de Uster, representing views from McKinsey’s Growth, Marketing & Sales Practice. 2 Future of B2B sales: The big reframe