Gartner Research

CMO Insight: Why Every B2B CMO Should Pursue Digital Commerce

Published: 19 April 2016

ID: G00301652

Analyst(s): Kirsten Newbold-Knipp

Summary

Today's B2B buyers expect partners to mirror the ease, convenience and transparency of B2C digital commerce. B2B CMOs slow to adopt digital commerce opportunities risk alienating customers and face competitive threats. This research explains why B2B CMOs should make digital commerce a top priority.

Table Of Contents

Upshot

What You Need to Know

  • B2B Buyers Expect High-Quality Digital Commerce Experiences
  • B2B CMOs Must Own the Customer Experience
  • B2B CMOs Must Embrace the Data

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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