CABA Information Series

(IS-2014-166) The Digital Tipping Point

This global survey of 850 C-Suite Executives, sponsored by McKinsey & Company, illustrates the increasing recognition of the importance of digital initiatives. One-third of survey participants expect digital to drive 15% of future revenue in the next three years. Customer engagement and digital product innovation are examples cited as strategic opportunities for future growth. Less than 40% of companies have accountability measures in place and only 7% understand the exact value at stake from digital. As indicated in the survey, digital will increasing play a more important strategic role for organizations.




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