In this episode of B2B Nation we talk with Ajit Sivadasan, who leads online sales for Lenovo across B2B and B2C in 35 countries. Ajit’s role allows him to bring a unique perspective on the convergence of B2B and B2C buyers.

As Ajit tells us, the old way of segmenting and identifying customers into B2C and B2B buckets is no longer applicable. In our digital world, an IT executive might buy a personal device on Monday and data center solutions on Wednesday, and marketers and customer experience professionals need to understand these tendencies in order to succeed.

Our conversation also touches on digital transformation at Lenovo, the essential skills marketers will need in the coming decade and more.