---
title: "B2B-Vertrieb: Omnichannel & KI-Strategie | Transformery"
url: https://transformery.ch/de/blog/b2b-sales-transformation
description: "B2B-Vertriebstransformation braucht mehr als neue Kanäle. Omnichannel und KI gestalten Wachstum neu."
lang: de
---

Skip to main content

Sales

# B2B Sales Transformation heisst nicht mehr: digital oder menschlich wählen

Moderne Sales-Transformation ist keine Kanalerweiterung um ihrer selbst willen. Omnichannel-Buying, KI und Umsetzungsdisziplin gestalten B2B-Wachstum neu.

Daniel Marti (https://transformery.ch/de/team/daniel-marti)· 18. März 20269 Min. Lesezeit Teilen: Share on LinkedIn (https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Ftransformery.ch%2Fde%2Fblog%2Fb2b-sales-transformation)

Image: B2B Sales Transformation heisst nicht mehr: digital oder menschlich wählen – Transformery blog on sales transformation (https://transformery.ch/images/blog/b2b-sales-transformation.jpg)

Viel Sales-Transformation wird immer noch als Kanalfrage gerahmt. Sollen wir mehr in Aussendienst investieren? Inside Sales? E-Commerce? Social Selling? Partner-Modelle? KI? Self-Service? Das ist bereits der falsche Ausgangspunkt.

## Das eigentliche Thema: Vertrauen, Klarheit und Momentum ohne Reibung

Das eigentliche Thema ist nicht, ob B2B-Sales digital oder menschlich sein sollte. Das eigentliche Thema ist, ob Kunden durch Vertrauen, Klarheit und Momentum ohne Reibung navigieren können.

McKinseys B2B Pulse Survey 2024 zeigt, wie weit sich das Käuferverhalten entwickelt hat: Kunden nutzen durchschnittlich zehn Kanäle auf ihrer Reise, und die Präferenz teilt sich ungefähr zu gleichen Dritteln zwischen persönlich, remote und digitalem Self-Service. Mehr als die Hälfte wünscht sich ein nahtloses Omnichannel-Erlebnis, und viele sind bereit, Lieferanten zu wechseln, wenn das Erlebnis über Touchpoints hinweg schlecht ist.

Das verändert den Anspruch an Sales-Transformation komplett. **Es reicht nicht mehr, Kanäle hinzuzufügen. Man muss sie orchestrieren.**

## Kohärenz statt Kanäle

In der Praxis bedeutet das: Marketing, Sales, Enablement, CRM, Pricing, Service und Customer Success können nicht mehr wie nebeneinanderliegende Abteilungen mit losen Übergaben arbeiten. Der Wachstumsmotor ist die Customer Journey. In dem Moment, in dem ein Interessent Inkonsistenz, Wiederholung, schwache Relevanz oder interne Fragmentierung erlebt, beginnt kommerzielles Vertrauen aus dem System zu lecken.

Die Unternehmen, die in diesem Umfeld gewinnen, sind nicht einfach „digitaler". Sie sind kohärenter. Bains Commercial-Excellence-Arbeit 2025 zeigt, dass Top-B2B-Performer das doppelte durchschnittliche Umsatzwachstum ihrer Branche im Jahr 2024 erzielten und auch bei der Bruttomarge übertrafen.

## KI als praktischer Beschleuniger

Genau hier wird KI jetzt interessant. Nicht als futuristisches Extra, sondern als praktischer Beschleuniger über die gesamte Seller Journey.

McKinsey stellt fest, dass 19% der B2B-Sales-Organisationen bereits GenAI-Use-Cases implementieren, weitere 23% experimentieren, und dass datengetriebene Commercial Teams, die personalisierte Erlebnisse mit GenAI kombinieren, deutlich wahrscheinlicher Marktanteile gewinnen.

Aber Technologie allein repariert Sales nicht. Bain berichtete 2025, dass **70% der Unternehmen Schwierigkeiten haben, ihre Sales Plays in CRM- und Revenue-Technologien zu integrieren.** Das ist eine harte, aber nützliche Erinnerung: Transformation scheitert, wenn das Playbook in PowerPoint lebt, während die tägliche Arbeit woanders stattfindet.

## Was moderne Sales-Transformation wirklich braucht

Was braucht moderne Sales-Transformation also wirklich?

**Eine Journey-first-Sicht auf Wachstum.**

**Ein Omnichannel-Modell, das sich für den Käufer nahtlos anfühlt.**

**Kommerzielle Plays, die spezifisch, wiederholbar und messbar sind.**

**Manager, die Umsetzung coachen, nicht nur Dashboards inspizieren.**

**Technologie, die die Bewegung unterstützt, statt sie zu verkomplizieren.**

**Und ein schärferes Verständnis dafür, dass Vertrauen im gesamten System aufgebaut wird, nicht in einem heroischen Verkaufsgespräch.**

## Ein besseres System zum Gewinnen

Bei Transformery sehen wir die stärksten Sales-Transformationen, wenn Organisationen kommerzielle Strategie mit Kundenrealität und Umsetzungsdisziplin verbinden. Nicht nur mehr Tools. Nicht nur mehr Leads. Nicht nur mehr Aktivität.

Ein besseres System zum Gewinnen.

Denn im modernen B2B-Sales kommt Wachstum nicht davon, zwischen menschlich und digital zu wählen.

**Es kommt davon, sie zusammenarbeiten zu lassen.**

Passende Dienstleistung

#### Sales-Transformation

Wie wir Organisationen helfen, kohärente kommerzielle Systeme aufzubauen, die Strategie, Kanäle und Umsetzung verbinden.
https://transformery.ch/de/services/sales-transformation

## Structured data

```json
[
  {
    "@context": "https://schema.org",
    "@type": "Organization",
    "@id": "https://transformery.ch/#organization",
    "name": "Transformery",
    "legalName": "Transformery GmbH",
    "url": "https://transformery.ch/",
    "logo": "https://transformery.ch/og-image.jpg",
    "description": "We help organisations transform, leaders evolve, and individuals grow — across technology, skills and culture. With a strong focus on AI adoption.",
    "telephone": "+41 79 754 55 90",
    "email": "info@transformery.ch",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Werftestrasse 2",
      "addressLocality": "Luzern",
      "postalCode": "6005",
      "addressRegion": "LU",
      "addressCountry": "CH"
    },
    "geo": {
      "@type": "GeoCoordinates",
      "latitude": 47.0470386,
      "longitude": 8.3142826
    },
    "areaServed": [
      {
        "@type": "Country",
        "name": "CH"
      },
      {
        "@type": "Country",
        "name": "DE"
      },
      {
        "@type": "Country",
        "name": "AT"
      }
    ],
    "sameAs": [
      "https://www.linkedin.com/company/transformery",
      "https://www.youtube.com/@transformery_ch",
      "https://search.ch/tel/luzern/werftestrasse-2/transformery-gmbh"
    ],
    "contactPoint": {
      "@type": "ContactPoint",
      "contactType": "customer service",
      "email": "info@transformery.ch",
      "telephone": "+41 79 754 55 90",
      "availableLanguage": [
        "English",
        "German"
      ]
    }
  },
  {
    "@context": "https://schema.org",
    "@type": "ProfessionalService",
    "@id": "https://transformery.ch/#service",
    "name": "Transformery",
    "url": "https://transformery.ch/",
    "image": "https://transformery.ch/og-image.jpg",
    "parentOrganization": {
      "@id": "https://transformery.ch/#organization"
    },
    "description": "Transformation consultancy in Lucerne, Switzerland: culture transformation, leadership development, AI adoption and B2B sales transformation.",
    "priceRange": "$$$",
    "telephone": "+41 79 754 55 90",
    "email": "info@transformery.ch",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Werftestrasse 2",
      "addressLocality": "Luzern",
      "postalCode": "6005",
      "addressRegion": "LU",
      "addressCountry": "CH"
    },
    "geo": {
      "@type": "GeoCoordinates",
      "latitude": 47.0470386,
      "longitude": 8.3142826
    },
    "areaServed": [
      {
        "@type": "Country",
        "name": "CH"
      },
      {
        "@type": "Country",
        "name": "DE"
      },
      {
        "@type": "Country",
        "name": "AT"
      }
    ],
    "knowsLanguage": [
      "de-CH",
      "en"
    ],
    "hasOfferCatalog": {
      "@type": "OfferCatalog",
      "name": "Transformation Services",
      "itemListElement": [
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "Culture Transformation",
            "url": "https://transformery.ch/services/culture-transformation"
          }
        },
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "Leadership Transformation",
            "url": "https://transformery.ch/services/leadership-transformation"
          }
        },
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "AI Transformation",
            "url": "https://transformery.ch/services/ai-transformation"
          }
        },
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "Sales Transformation",
            "url": "https://transformery.ch/services/sales-transformation"
          }
        }
      ]
    }
  },
  {
    "@context": "https://schema.org",
    "@type": "Person",
    "@id": "https://transformery.ch/team/daniel-marti#person",
    "name": "Daniel Marti",
    "givenName": "Daniel",
    "familyName": "Marti",
    "image": {
      "@type": "ImageObject",
      "url": "https://transformery.ch/team/daniel-marti.jpg",
      "width": 400,
      "height": 400,
      "caption": "Daniel Marti - Founder of Transformery"
    },
    "jobTitle": "Founder & Managing Director",
    "description": "Daniel Marti is the founder of Transformery, a transformation and change management expert with 15+ years experience helping organizations navigate complex transformations, AI adoption, and leadership alignment.",
    "url": "https://transformery.ch/team/daniel-marti",
    "email": "daniel.marti@transformery.ch",
    "telephone": "+41 79 754 55 90",
    "sameAs": [
      "https://www.linkedin.com/in/daniel-roger-marti/"
    ],
    "worksFor": {
      "@type": "Organization",
      "name": "Transformery",
      "@id": "https://transformery.ch/#organization"
    },
    "knowsAbout": [
      "Change Management",
      "Transformation Communication",
      "Leadership Alignment",
      "AI Adoption"
    ],
    "knowsLanguage": [
      "German",
      "English"
    ],
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Luzern",
      "addressCountry": "CH"
    }
  },
  {
    "@context": "https://schema.org",
    "@type": "Person",
    "@id": "https://transformery.ch/team/christoph-lang#person",
    "name": "Christoph Lang",
    "givenName": "Christoph",
    "familyName": "Lang",
    "image": {
      "@type": "ImageObject",
      "url": "https://transformery.ch/team/christoph-lang.jpg",
      "width": 400,
      "height": 400,
      "caption": "Christoph Lang - Culture and Innovation Expert at Transformery"
    },
    "jobTitle": "Culture and Innovation Expert",
    "description": "Christoph Lang is a transformation and leadership expert at Transformery, specializing in innovation management, customer experience, and mediation.",
    "url": "https://transformery.ch/team/christoph-lang",
    "email": "christoph.lang@transformery.ch",
    "sameAs": [
      "https://www.linkedin.com/in/christoph-lang-nottwil/"
    ],
    "worksFor": {
      "@type": "Organization",
      "name": "Transformery",
      "@id": "https://transformery.ch/#organization"
    },
    "knowsAbout": [
      "Innovation Management",
      "Customer Experience",
      "Mediation",
      "Business Development"
    ],
    "knowsLanguage": [
      "German",
      "English"
    ],
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Luzern",
      "addressCountry": "CH"
    }
  },
  {
    "@context": "https://schema.org",
    "@type": "LocalBusiness",
    "@id": "https://transformery.ch/#localbusiness",
    "name": "Transformery",
    "legalName": "Transformery GmbH",
    "alternateName": "Transformery",
    "url": "https://transformery.ch/",
    "image": [
      "https://transformery.ch/og-image.jpg",
      "https://transformery.ch/transformery-logo.png"
    ],
    "logo": "https://transformery.ch/og-image.jpg",
    "description": "We help organisations transform, leaders evolve, and individuals grow — across technology, skills and culture. With a strong focus on AI adoption.",
    "priceRange": "$$$$",
    "currenciesAccepted": "CHF, EUR",
    "paymentAccepted": "Invoice, Bank Transfer",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Werftestrasse 2",
      "addressLocality": "Luzern",
      "postalCode": "6005",
      "addressRegion": "LU",
      "addressCountry": "CH"
    },
    "geo": {
      "@type": "GeoCoordinates",
      "latitude": 47.0470386,
      "longitude": 8.3142826
    },
    "hasMap": "https://www.google.com/maps/place/Transformery/@47.0470422,8.3117077,667m/data=!3m2!1e3!4b1!4m6!3m5!1s0x478ffb8e845f8fa3:0x888902ea2e884ce1!8m2!3d47.0470386!4d8.3142826!16s%2Fg%2F11hdf8s47z",
    "sameAs": [
      "https://www.linkedin.com/company/transformery",
      "https://www.youtube.com/@transformery_ch",
      "https://search.ch/tel/luzern/werftestrasse-2/transformery-gmbh"
    ],
    "areaServed": [
      {
        "@type": "Country",
        "name": "Switzerland"
      },
      {
        "@type": "Country",
        "name": "Germany"
      },
      {
        "@type": "Country",
        "name": "Austria"
      }
    ],
    "openingHoursSpecification": {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Monday",
        "Tuesday",
        "Wednesday",
        "Thursday",
        "Friday"
      ],
      "opens": "08:00",
      "closes": "18:00"
    },
    "hasOfferCatalog": {
      "@type": "OfferCatalog",
      "name": "Transformation Services",
      "itemListElement": [
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "Culture Transformation",
            "url": "https://transformery.ch/services/culture-transformation",
            "description": "Align strategy, leadership behaviour and routines so culture drives execution—not resistance."
          }
        },
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "Leadership Transformation",
            "url": "https://transformery.ch/services/leadership-transformation",
            "description": "Build leaders who create clarity, trust and accountability—and translate strategy into daily execution."
          }
        },
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "AI Transformation",
            "url": "https://transformery.ch/services/ai-transformation",
            "description": "Make AI transformation real: adoption, workflows, capability building and measurable impact."
          }
        },
        {
          "@type": "Offer",
          "itemOffered": {
            "@type": "Service",
            "name": "Sales Transformation",
            "url": "https://transformery.ch/services/sales-transformation",
            "description": "Build a modern sales engine—from visibility to loyalty. Trust, process, enablement, tooling and customer care."
          }
        }
      ]
    },
    "serviceType": [
      "Culture Transformation",
      "Leadership Development",
      "AI Transformation",
      "Sales Transformation",
      "Change Management"
    ],
    "knowsLanguage": [
      "English",
      "German"
    ],
    "email": "info@transformery.ch",
    "telephone": "+41 79 754 55 90",
    "foundingDate": "2019"
  },
  {
    "@context": "https://schema.org",
    "@type": "ProfessionalService",
    "@id": "https://transformery.ch/#professionalservice",
    "name": "Transformery",
    "url": "https://transformery.ch/",
    "image": "https://transformery.ch/og-image.jpg",
    "description": "We help organisations transform, leaders evolve, and individuals grow — across technology, skills and culture. With a strong focus on AI adoption.",
    "priceRange": "$$$$",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Werftestrasse 2",
      "addressLocality": "Luzern",
      "postalCode": "6005",
      "addressCountry": "CH"
    },
    "areaServed": [
      "Switzerland",
      "Germany",
      "Austria"
    ],
    "serviceType": [
      "Culture Transformation",
      "Leadership Development",
      "AI Transformation",
      "Sales Transformation",
      "Change Management"
    ],
    "knowsLanguage": [
      "English",
      "German"
    ],
    "email": "info@transformery.ch",
    "telephone": "+41 79 754 55 90"
  },
  {
    "@context": "https://schema.org",
    "@graph": [
      {
        "@type": "SiteNavigationElement",
        "name": "Team",
        "url": "https://transformery.ch/team"
      },
      {
        "@type": "SiteNavigationElement",
        "name": "Culture Transformation",
        "url": "https://transformery.ch/services/culture-transformation"
      },
      {
        "@type": "SiteNavigationElement",
        "name": "Leadership Transformation",
        "url": "https://transformery.ch/services/leadership-transformation"
      },
      {
        "@type": "SiteNavigationElement",
        "name": "AI Transformation",
        "url": "https://transformery.ch/services/ai-transformation"
      },
      {
        "@type": "SiteNavigationElement",
        "name": "Sales Transformation",
        "url": "https://transformery.ch/services/sales-transformation"
      },
      {
        "@type": "SiteNavigationElement",
        "name": "Insights",
        "url": "https://transformery.ch/blog"
      }
    ]
  },
  {
    "@context": "https://schema.org",
    "@type": "WebSite",
    "@id": "https://transformery.ch/#website",
    "name": "Transformery",
    "alternateName": "Transformery.ch",
    "url": "https://transformery.ch/",
    "description": "People and Business Transformation",
    "publisher": {
      "@type": "Organization",
      "@id": "https://transformery.ch/#organization"
    },
    "inLanguage": "de-CH",
    "potentialAction": {
      "@type": "SearchAction",
      "target": {
        "@type": "EntryPoint",
        "urlTemplate": "https://transformery.ch/blog?q={search_term_string}"
      },
      "query-input": "required name=search_term_string"
    }
  },
  {
    "@context": "https://schema.org",
    "@type": "WebPage",
    "@id": "https://transformery.ch/de/blog/b2b-sales-transformation#webpage",
    "url": "https://transformery.ch/de/blog/b2b-sales-transformation",
    "name": "B2B-Vertrieb: Omnichannel & KI-Strategie | Transformery",
    "description": "B2B-Vertriebstransformation braucht mehr als neue Kanäle. Omnichannel und KI gestalten Wachstum neu.",
    "inLanguage": "de-CH",
    "isPartOf": {
      "@id": "https://transformery.ch/#website"
    },
    "about": {
      "@id": "https://transformery.ch/#organization"
    },
    "primaryImageOfPage": {
      "@type": "ImageObject",
      "url": "https://transformery.ch/images/og-b2b-sales.jpg"
    },
    "datePublished": "2026-03-18",
    "dateModified": "2026-03-18"
  },
  {
    "@context": "https://schema.org",
    "@type": "Article",
    "@id": "https://transformery.ch/de/blog/b2b-sales-transformation#article",
    "headline": "B2B-Vertrieb: Omnichannel & KI-Strategie",
    "description": "B2B-Vertriebstransformation braucht mehr als neue Kanäle. Omnichannel und KI gestalten Wachstum neu.",
    "image": {
      "@type": "ImageObject",
      "url": "https://transformery.ch/images/og-b2b-sales.jpg",
      "width": 1200,
      "height": 630
    },
    "url": "https://transformery.ch/de/blog/b2b-sales-transformation",
    "datePublished": "2026-03-18",
    "dateModified": "2026-03-18",
    "author": {
      "@type": "Person",
      "name": "Daniel Marti",
      "url": "https://transformery.ch/team/daniel-marti"
    },
    "publisher": {
      "@type": "Organization",
      "name": "Transformery GmbH",
      "@id": "https://transformery.ch/#organization",
      "url": "https://transformery.ch",
      "logo": {
        "@type": "ImageObject",
        "url": "https://transformery.ch/og-image.jpg",
        "width": 1200,
        "height": 630
      }
    },
    "mainEntityOfPage": {
      "@type": "WebPage",
      "@id": "https://transformery.ch/de/blog/b2b-sales-transformation"
    },
    "articleSection": "Sales",
    "keywords": "sales transformation, B2B sales, omnichannel, AI in sales, commercial excellence",
    "inLanguage": "de-CH",
    "speakable": {
      "@type": "SpeakableSpecification",
      "cssSelector": [
        "h1",
        "h2",
        "article p:first-of-type"
      ]
    },
    "copyrightHolder": {
      "@type": "Organization",
      "@id": "https://transformery.ch/#organization"
    },
    "copyrightYear": 2026
  },
  {
    "@context": "https://schema.org",
    "@type": "BreadcrumbList",
    "itemListElement": [
      {
        "@type": "ListItem",
        "position": 1,
        "name": "Startseite",
        "item": "https://transformery.ch/de"
      },
      {
        "@type": "ListItem",
        "position": 2,
        "name": "Insights",
        "item": "https://transformery.ch/de/blog"
      },
      {
        "@type": "ListItem",
        "position": 3,
        "name": "B2B Sales Transformation"
      }
    ]
  }
]
```