Senior Affiliate Professor of Marketing
Geyer F., Niessing J. (2020). The Definitive Guide to B2B Digital Transformation: How to Drive Uncommon Growth by Prioritizing Customers Over Technology Cambridge, MA: B2BDigitalTransformation.com.
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