Vision Report

B2B CMOs Must Champion E-Commerce As A Growth Driver

Collaboration Across The C-Suite Is Key To Leveraging This Digital Route To Market

February 6th, 2024
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Matthew Selheimer , Paul Ferron , Stephanie Sissler , Joe Cicman , Renee Irion , Julia Swerdlow , Kate Pierpont

Summary

Traditional B2B routes to market fall short of modern buyer demands for 24/7 access to providers and purchase options. This poses both opportunity and risk for B2B providers that are seeking market differentiation. Running a thriving e-commerce venture demands substantial strategic, operational, and leadership shifts. This report reviews key prerequisites and strategies for driving growth by implementing e-commerce as a focused digital route to market and highlights the role CMOs should assume in this transformation.

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