Inflation is our new reality. The phenomenon is exacerbated, and in some ways caused by, supply chain turmoil and a shortage of a wide variety of inventory.

B2B companies can ill afford to sit idly by and wait for the worst to pass. Manufacturers and distributors are experiencing cost increases from their suppliers, difficult price hike conversations with their customers, and a cloudy forecast for even a quarter ahead.

Last year, the Harvard Business Review reported that the inflationary macroeconomic situation is increasingly impactful due to its unfamiliarity to many company executives:

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