When B2B marketing leaders are asked to build an integrated plan to support digital transformation and growth initiatives, it’s natural to consider how your team will get there. Most organizations have grown digital capabilities organically as challenges or opportunities arise.
Marketing leaders should identify the digital capability requirements needed to successfully achieve goals and deliver value to the business. Taking a strategic approach to digital allows broader consideration of teams, processes, skills, and technologies to determine the most effective plan.
“Digital” refers to the application of technology to enable business strategy. If marketing capabilities are the solid foundation we must