Digital has changed how B2B leaders meet customer demands, but not in all the expected ways. In McKinsey:
" ..... As digital continues to disrupt every aspect of commerce, B2B organizations face challenges and opportunities when they come to terms with this new reality. In our latest Discussions in Digital podcast, Dianne Esber, a partner in McKinsey’s San Francisco office focused on driving digital growth, explores this topic with Robert Chatwani, CMO of Atlassian, and Larissa Pommeraud, global general manager of emerging business for Art.com. They are joined by Dianne’s colleague Brian Gregg, a senior partner who leads retail marketing for McKinsey in the Americas. An edited transcript of their conversation follows. .... "
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