Purpose The purpose of this paper is to understand the main drivers of change in the relational approaches adopted in business-to-business (B2B) companies as an effect of the digital transformation processes boosted by COVID-19 pandemic. Design/methodology/approach The methodology includes a qualitative study based on an abductive approach. Twenty-eight semistructured interviews and two focus groups have been carried out with sales and marketing professionals from different industries. Findings The research defines a conceptual framework that describes what the main changes of B2B relational approach are in a context affected by the pandemic, as well as its effects. The framework is constituted by three dimensions, namely, efficiency of the interaction, coordination and digital trust, and seven subdimensions. Practical implications This research also contributes to managerial practice, defining some directions to be fulfilled in a business context affected by the COVID-19 emergency to improve efficiency, coordination and trust. Originality/value Academic literature has greatly analyzed the transformation of the B2B scenario; less studies have explored how the relational approach is changing due to the digital acceleration caused by COVID-19 pandemic.

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