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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