Summary
Growth from digital commerce is projected to increase to the point that B2B demand marketing leaders can no longer disregard digital routes to market in their demand strategy. Demand marketing leaders have historically aligned their fiscal-year demand marketing plans to traditional direct and indirect human-facilitated sales and business growth objectives. Shifts in buying preferences and behavior will require all but a few organizations to expand their revenue plans to incorporate digital routes to market. This report helps demand marketing leaders understand how they can assess and evolve their demand marketing strategy to incorporate digital commerce.
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