For most companies, digitizing the business is not enough. In this ITSMA Viewpoint excerpt, Saul Berman, Chief Strategist at IBM Global Business Services, discusses the urgency of full-scale digital reinvention and why companies are not moving fast enough.
As B2B business models continue to shift toward subscription and as-a-service, marketers are paying much more attention to customer experience and value throughout the customer lifecycle. A recent ITSMA conversation with marketing leaders from Amdocs, Cisco, and Oracle highlighted some of the new approaches and priorities.
Ensuring customer success has moved from important to urgent as B2B firms rely more on customer retention and growth in the subscription economy. Jeb Dasteel, Oracle’s chief customer officer and co-author of the new book, Competing for Customers, explains why B2B firms need to prioritize customer success, how Oracle is orienting the organization around the customer success idea, and why marketing is best positioned to lead the transformation that all B2B companies need to make.