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Digital Agility Survey Highlights

Digital marketing has undergone tremendous change over the past few years with the introduction of revolutionary new tools and techniques. The result has been a massive cultural shift in which the science of marketing has become (at least) as important as the art of marketing. The need to act faster and adapt to changing customer and market needs, using this technology has put the concept of digital agility front and center.

 This report, CMO Insights on the Journey to Digital Agility, provides a ‘snapshot’ into where marketing leaders along this path today. 82 CMOs were surveyed and a few highlights are presented here.

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Digital Agility - B2B vs B2c

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.

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