Recommendations on how to act in order to identify and capture the value that digitalization presents to marketing and sales.
Digitalization has an increasingly profound impact on all parts of society. The ability to embrace the opportunities of – and avoid the risk it presents is a key success factor for all organizations looking to stay relevant. In advising B2B firms on how to generate sustainable organic growth, ProSales Consulting is often asked to provide guidance on “where”, “how”, and not least “why” digital technologies should be applied within our clients’ go-to-market functions and processes.
This study provides a foundation for approaching investment decisions related to “digitalization” of revenue-generating functions such as marketing and sales.
In the first part, we present research on the digital readiness of B2B firms based on 10 in-depth interviews, and surveys from 310 CEOs, Sales- Business Development- and Marketing leaders.
In part two, we submit recommendations for how to act in order to identify and capture the value that digitalization presents to marketing and sales.