McKinsey Quarterly published an excellent article last week, “Measuring B2Bs Digital Gap” by Liz Harrison, Candace Lun Plotkin and Jennifer Stanlin. The article was based on an analysis of the McKinsey Digital Quotient (DQ) database that the firm has been building over the last three years. Harrison, Plotkin and Stanlin mined the database and found that business-to-business (B2B) companies are behind their business-to-consumer (B2C) counterparts in how they use digital tools.
For us at Accelent Consulting, this comes as no surprise. Our recent study, “CMO Insights on the Journey toward Digital Agility”, reached the same conclusion – B2B companies are lagging B2C when it comes to digital marketing. In the core areas of skills, maturity, flexibility and alignment, B2C come out ahead every time, and in most instances they are at least twice as advanced.