Harnessing our Digital Future

  • Author(s) Julie Schwartz
  • Published May 11, 2020
  • 7 Pages
  • Category Marketing Operations
  • Type Member Research
  • 7 Pages
  • .PDF Format

The COVID-19 pandemic is accelerating digital transformation and the shift to data-driven decision making. Understanding what organizations need to do to adapt and change to harness the digital future has never been more important.

In this Viewpoint, Andrew McAfee, Co-Founder and Co-Director of the Initiative on the Digital Economy and a Principal Research Scientist at the MIT Sloan School of Management, in conversation with ITSMA Senior Vice President Julie Schwartz, discusses how digital technology is driving a new wave of innovation and disrupting the traditional ways business creates value and how B2B marketers can help their companies succeed in the fast-evolving business landscape.

Key takeaways include:

  • Although research shows that data-driven decisions are superior to intuition alone, combining the advantages of people’s minds and machines leads to better results
  • We’re heading into uncertain times, but even with the progress in AI and robotics, there are many jobs that are not going to be automated away and new jobs created
  • As companies and B2B marketing learn how to harness the wisdom of the crowd, we’re going to see more examples of user-driven innovation and co-innovation
  • Marketers, being excellent storytellers, are poised to help their companies adapt, change, and flourish in the digitally-transformed future
This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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