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Faculty & Research


The Definitive Guide to B2B Digital Transformation: How to Drive Uncommon Growth by Prioritizing Customers Over Technology

Sustained, profitable growth is increasingly uncommon for B2B companies as they face changing market dynamics and the threat of digital disruption. This book guides B2B leaders along a step by step path to uncommon growth through three transformative shifts:
  • The Digital Selling Shift to digital demand generation
  • The Digital Experience Makeover to digital customer engagement
  • The Digital Proposition Pivot to data-powered, digital solutions

Senior Affiliate Professor of Marketing