BigDataFr recommends: Measuring B2B’s digital gap

[…] The need to invest operations and processes with digital capabilities touches every company and industry. B2B companies, however, face added challenges. Their customers increasingly gravitate toward digital tools to research and buy products—after all, they use Amazon at home just like everyone else does. Yet B2B buying and selling is often more complex.

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. B2B customers can also have different needs at different stages of the customer decision journey, requiring a balanced approach across channels that includes, at times, digital-only interactions.

To get a better portrait of the digital readiness of B2B companies to respond to this changing landscape, we mined our database of Digital Quotient (DQ) assessments. Over the past three years, we have built a perspective on the most important digital characteristics needed to improve financial performance. […]

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By Liz Harrison, Candace Lun Plotkin, and Jennifer Stanley
Source: mckinsey.com