According to Forrester Research’s “Death of a B2B Salesman,” companies must transform their sales models by incorporating digital media and eCommerce into their processes.

It’s believable, not just because of Forrester’s credibility, but because it’s obvious. B2B buyers are like everyone else. They like to research and purchase items online. It’s a discovery process they control, it’s 24/7 and on their timeline, and it’s unentangled, unemotional and anonymous.

But don’t mourn the B2B salesperson just yet.  Pushed by new systems and technology, the role of salespeople has evolved steadily over time. It’s safe to assert they adapted well beyond being simple tools of transactions decades ago.  B2B salespeople have become consultative sellers whose value comes with the role of trusted advisor and partner.

That doesn’t mean digital programs can’t take that role. Becoming a trusted advisor has three keys — credibility, reliability and intimacy — and digital tools are improving continuously against all three.

But can they get there on intimacy?  The movie Her notwithstanding, really?  Who believes a personalize page delivers intimacy?  Who connects with a pop-up chat box as though they are talking to someone who knows them and cares?  Who believes business is ready to give the “internet of everything” access to their businesses and their lives to an intimate degree?

At least for now, intimacy is what puts the “person” in salesperson and differentiates them from the digital resources.  And the value of intimacy is not to be understated — for both the customer and the salesperson’s company.

The customer has many rational reasons for valuing an intimate relationship with a supplier.  A smart, reliable supplier rep brings extra senses that hear, see and feel things beyond their awareness.  The rep can have insights into the company, the marketplace and the competition that can only come from someone intimately engaged in the business.  Here, the trust leads to sharing which leads to open access which leads to insights which leads to better business practices and performance.

Let’s not overlook, however, the emotional reasons, too, for an intimate business relationship with a human.  Deny it at your risk, but the irrational is as meaningful as a value-delivered fact, even in B2B markets.  Call it reassurance.  Call it confidence.  Call it social connection.  But what eCommerce site has your back?  What eCommerce site faces the unforeseen with you?  What eCommerce site thinks out implications across your business?  What eCommerce site networks you with your peers?

The premium that customers are willing to pay for intimacy has eroded, along with the “good old boy” network.  But it is real, nonetheless, because of this value to customers.

And, beyond any remnant premium, it’s a value to the vendor.  Hand-in-hand with intimacy goes loyalty — and revenue. Hand-in-hand with intimacy goes partnerships — and the opportunity for joint ventures and joint product development. Hand-in-hand goes the voice of the customer — and the basis for sound strategy and innovation.

No doubt, eCommerce and Big Data are here and more tools are coming.  These tools will transform and disrupt the business of the salesperson, just as they have over the past 20 years.  As Forrester prescribes, it behooves all B2B businesses to leverage digital tools further and to reshape their sales forces accordingly.

However, the journey to purchase for B2B buyers is full of considerations.  It’s a journey involving time, effort and insights.  It involves engaging an intimate, trusted advisor.

Hence, the prescription goes beyond pointing to the digital solution.  It means it’s also critical for companies to provide the skills and tools for creating customer intimacy with their sales force.