According to a 2020 Gartner report, analog sales efforts are increasingly more expensive and product-led growth is conventionally focused on simple offerings, not complex and configurable products. However, the next generation of buyers and customers are expecting purchasing journeys that include digital in addition to seamless user experiences in technologies — not just as individual consumers, but in a business context. Consumers want the freedom to self-manage their own buyers’ journey. The 2019 Gartner Buyer Survey reports that 33% of all buyers desire a seller-free sales experience, which increases to 44% for millennials. COVID-19 has further disrupted traditional sales processes and uncovered the need for transformative digital go-to-market strategies. Buyers are also increasingly seeking to be in control of the purchasing process, preferring to start on digital channels and then work with a company representative when they want to. New technology makes it easier for consumers to visualize and customize offerings, even for complex needs. Cross-selling, up-selling, and renewal sales motions must also incorporate these changing consumer sentiments. In other words, consumers expect the ability to self-manage their accounts and how, when, and how much they interact with a business’s offerings. To deliver the kind of seamless subscriber experience — from consideration to purchase, through adoption and ongoing engagement — organizations must examine their strategies to ensure that they offer an interactive, multi-experience customer journey.