No, was not asking about lead sourcing. More on the lines that I'd consider an e-commerce company a digital company, while I'd think of an FMCG company as primarily non-digital.
In digital companies, the product awareness tends to be higher, so product education is a smaller chunk of the sales process. It mostly boils down to commercials. Non-digital, education forms a big chunk. This results in different approaches/cycles -- is what I have seen. Thus the question :)
Digital:60% Non-Digital:40%
SME:90% Enterprises:10%
Obviously, though the number of Enterprise customers are less, their pie in the revenue is much more as they pay a lot :)