CEOs and marketers now have three critical tasks to face: They need to rethink their marketing strategy, reinvent their digital experiences and realign their sales and marketing teams.

Building relationships is key, both for long-term customer engagement and business growth. New customers will look to establish and maintain relationships with their providers or suppliers. However, those relationships will develop through more sophisticated digital interactions, where customers and prospects self-inform, self educate and source information without human intervention. In most cases, buyers will only reach out to sellers when they need help with personalisation, customisation or integration.