The constant evolution of media is changing the way consumers interact with brands. To respond to this change and capture its potential, marketers must fundamentally reboot their strategies, organizational structures, and ways of working. Here’s how.
We are in the midst of the biggest change in go-to-market and commercial functions in the last 100 years. Consumers and companies learn about—and purchase—products and services in vastly different ways than they ever did previously. BCG’s Rich Hutchinson explains what marketers in B2Bs and B2Cs alike can do to compete in this changing world.