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B2B marketers cite lack of 'digital maturity' as a stumbling block to its growth and success

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Achieving a deep understanding of the digital maturity of most enterprise businesses isn’t always an easy path for most marketers. According to recent data from eMarketer and MIT Sloan Management Review, many B2B marketers and managers alike know there are steps their organizations need to take to increase their company’s digital maturity.

The Sloan/Deloitte report argued that to be a digitally mature company, there are system wide changes that need to take place. They cite how companies organize and develop workforces and foster digital minded cultures and experiences within their organization, as some of the key factors that a digitally mature company carried out.

A digitally mature company would take a more advanced focus on the long-term as well, meaning they looked to see where they'll stand five years from now, the article said.

Making sure a company has the right talent and securing people within the company who have the vision necessary to lead a digital strategy is also key.

Yet, nearly 40% of marketers said their company needs to improve digital strategy and innovation, according to eMarketer. Further, 23% said their organization needs to develop better recruitment strategies, as well as managing and developing their progress.

Further, 13% said their company needs to better develop and deploy digital capabilities, such as cloud and analytics.

When asked about the biggest mistakes managers and leaders within their organization make with respect to digital, many felt their company lacked a solid understanding of digital trends and how they affected their organization. The article suggests that more than 70% of workers between the ages of 22 and 60 report a desire to work for a company that had embraced digital.

Lack of strategic direction and resistance to change as well as a lack of solid understanding of digital trends, were some of the biggest areas where marketers felt they fell short.

Despite these hurdles, most marketers agreed that a digital transformation is necessary to not only remain competitive, but also to keep pace with disruptive technologies and evolve with shifting consumer expectations.

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Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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