Measuring B2B’s digital gap

There are more decision makers and influencers involved in final purchasing decisions, often higher price points, an array of products and specifications, and many competing sales channels, both traditional and digital. [...]digital strategies are often fragmented rather than adopted coherently and...

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Bibliographic Details
Published in:The McKinsey quarterly 2017-01
Main Authors: Harrison, Liz, Plotkin, Candace Lun, Stanley, Jennifer
Format: Magazinearticle
Language:English
Subjects:
Automation
Culture
Customers
Digitization
Leadership
Online Access:Get full text
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Summary:There are more decision makers and influencers involved in final purchasing decisions, often higher price points, an array of products and specifications, and many competing sales channels, both traditional and digital. [...]digital strategies are often fragmented rather than adopted coherently and fluidly across the enterprise. Doing so should help boost effectiveness across the board, and it holds particular promise for companies seeking to raise their omnichannel game;by putting better tools in the hands of sales teams and striking the right balance between new and traditional channels.
ISSN:0047-5394