Technology has driven tremendous change in marketing circles and across society at large during the first two decades of the 21st century. Initially, the impact of the digital age was most evident in B2C precincts, but the same forces quickly spread to B2B sectors. The good news for B2B marketers is that, as challenging as it's been to keep pace with technology-driven change to date, they've done a pretty good job of it. The bad news? They haven't even scratched the surface.
As much change as they have absorbed the past 20 years or so, B2B CMOs and brand managers need to brace for even more profound change wrought by technology. Accenture predicts that the breathtaking pace of technological change is close to a tipping point that will usher in a new reality, which it has dubbed the "post-digital era." Global spending by businesses on digital transformation, pegged at $1.25 trillion in 2019, will soar to $1.97 trillion by 2022, according to the IDC.