B2B Marketers Embark on Homeric Journey | ANA
Q&A

B2B Marketers Embark on Homeric Journey

Companies need to approach digital transformation as an odyssey, not a roadmap with a fixed destination

Jonathan Copulsky, senior lecturer of marketing at Northwestern University and co-author of an upcoming book on business transformation, says moving to a digital-first strategy requires B2B marketers to employ perpetual change — and realize that success has no finish line.