Exhibit 2 Current way of interacting with suppliers’ sales reps, by stage of process, ¹ % of respondents Note: Figures may not sum to 100%, because of rounding. 1 Question: “ Currently, how do you split your time with sales reps from your company’s suppliers during the following stages of interactions? Traditional includes in-person meetings, direct mail, fax, etc. Remote includes phone calls, video conference calls, emails, etc. Digital includes company websites, e-commerce, chatbots, internet searches, mobile apps, etc.” Source: McKinsey Global B2B Pulse Survey: Dec 2025, n = 3,664; Australia, Brazil, Chile, China, France, Germany, India, Italy, Japan, South Korea, Spain, UK, US (2024 only); advanced industries; banking; global energy and materials; insurance; life sciences; professional services; travel, logistics, and infrastructure; tech- nology, media, and telecommunications Interest in digital channels is growing, but the ‘rule of thirds’ trend for sales interactions continues to define the buying journey. McKinsey & Company Traditional Remote human Digital self-service Identifying and researching new suppliers Considering and evaluating new suppliers Ordering Reordering 34 35 32 33 35 32 34 34 32 36 34 30 34 33 33 33 34 33 35 33 32 33 34 32 34 33 33 35 35 32 33 37 32 31 34 31 35 33 32 35 34 32 34 35 32 33 22 49 29 22 48 30 36 44 20 35 48 19 36 30 31 19 50 28 22 50 31 43 25 30 46 24 36 31 33 34 32 34 36 31 33 39 30 31 2019 Aug 2020 Feb 2021 Dec 2021 Dec 2022 Apr 2024 Dec 2025 2019 Aug 2020 Feb 2021 Dec 2021 Dec 2022 Apr 2024 Dec 2025 Traditional Remote human Digital self-service 2019 Aug 2020 Feb 2021 Dec 2021 Dec 2022 Apr 2024 Dec 2025 2019 Aug 2020 Feb 2021 Dec 2021 Dec 2022 Apr 2024 Dec 2025 6 The surprising economics of B2B growth: The new survival threshold—and what it takes to thrive