COVID-19 proves digital transformation is a business imperative that marketing must lead

The coronavirus will hasten the digital transformation of vulnerable, traditionally-run consumer retail companies.

Why it matters

Some companies are responding to the coronavirus within organizational silos (for example, the procurement team is driving supply-chain efforts, sales and marketing teams are working on customer communications, and so on). Lessons are learnt the hard way for companies thatdid not prioritise becoming more digitally mature in the past.


  • Organizations must build a stronger foundation of the five most important functions in digital transformation.This defining moment is an opportunity for marketing leadership to strengthen operations for the long term.

  • Advance planning at TsingTao has increased the rate at which...

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Insights Team
Bray Leino

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