Consumer Goods and the Great B2B Digital Acceleration
Get insights from 500 consumer goods leaders driving profitable growth by going digital.
When the world came to a halt in 2020, a massive wave of digital adoption allowed consumer goods (CG) companies to merchandise and sell products directly to consumers as they flocked online to purchase the essential goods they needed. But digital adoption in the consumer goods industry didn’t just impact the business-to-consumer (B2C) space — it also affected the vast business-to-business (B2B) ecosystem of manufacturers, distributors, and wholesalers that work together to get essential goods to your local storefronts.
Organizations acted quickly to adapt to these new market conditions. In our survey of the industry, nearly all (99%) CG companies accelerated digital transformation in their B2B route to market. And that acceleration laid the foundation for brands to meet today's challenge of an uncertain economy while driving profitable growth.
![99 percent](http://www.salesforce.com/content/dam/web/en_us/www/images/industries/articles/great-b2b-digital-acceleration/rcg-cg-report-charts-99.png)
99% of CG companies accelerated digital transformation in the B2B route to market.
- Telesales and digital customer service
- Trade promotion management
- Opportunity and account management
- Marketing resource management
- Joint business planning
- Engagement planning
- Cross-channel service and support
- Self-service digital commerce
- B2B marketing
- Partner loyalty management
Respondent profiles
![Employee with iPad](http://www.salesforce.com/content/dam/web/en_us/www/images/industries/articles/great-b2b-digital-acceleration/rcg-cg-report-articleimage-1-768x432.png)
Chapter 1: Digital acceleration drives B2B success now
How many years of B2B digital transformation did you accelerate in 2020?
![B2B Transformation Accelerates in 2020](http://www.salesforce.com/content/dam/web/en_us/www/images/industries/articles/great-b2b-digital-acceleration/rcg-cg-report-charts-chart-1.png)
Respondents say that without the digital investments made in 2020, they would have been less successful during the pandemic.
![Digital Investments in 2020](http://www.salesforce.com/content/dam/web/en_us/www/images/industries/articles/great-b2b-digital-acceleration/rcg-cg-report-charts-chart-2.png)
What impact did digital transformation have in 2020?
![Impact of digital transformation in 2020](http://www.salesforce.com/content/dam/web/en_us/www/images/industries/articles/great-b2b-digital-acceleration/rcg-cg-report-charts-chart-3.png)
Chapter 2: Digital investments streamline account management
![](http://www.salesforce.com/content/dam/web/en_us/www/images/industries/articles/great-b2b-digital-acceleration/rcg-cg-report-articleimage-2-768x432.png)