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Showing posts from January, 2020

The Yin-Yang of Marketing Innovation

The goal of many organizations is to become more customer-centric, so it should come as no surprise that marketing is being tasked to generate substantive digital growth via meaningful innovation. Moreover, creating improved customer experiences tops the list of corporate goals for marketing-driven innovation efforts.

The possibilities for enhancing the B2B customer experience are vast, but the path to progress is problematic. Let's explore the available evidence.

According to the latest research insights from Gartner, marketers need to focus more on the few high-potential ideas that can really show value for the customer and the rest of the business. They must also raise the profile of the marketing organization as a key innovation partner.
Marketing Innovation Investments Some Chief Marketing Officers (CMOs) have embraced the challenge and are committing financial resources and staff headcount to help drive successful 'digital growth' initiatives. Marketing budgets show …

Buyer Enablement: Digital Transformation Evolution

Digital innovation timelines will double, according to Gartner's latest predictions. Through 2021, digital transformation initiatives will take large traditional enterprises, on average, twice as long and cost twice as much as anticipated.

Large organizations will struggle with digital innovation as they recognize the challenges of information technology (IT) modernization. That said, the enterprise leaders' challenge can also translate into an opportunity for qualified IT vendors that offer help and support.
Buying a Digital Solution is Complicated Given the potential for new upside opportunities, more IT vendors will be focused on revenue growth in 2020. Last year, many incumbent IT vendors continued to harvest revenue from their vast installed base. Looking forward, however, some will need to raise the bar of expectations.

Goal: reach and engage 'new contacts' at existing customers, and net-new clients.
However, the IT Infrastructure market has changed. The buying …