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A Must-Read for Every B2B Tech Company

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About the Book

Find out what a complete digital transformation looks like for a technology provider and what it will take to enable that transformation.
Discover the full benefits of digital transformation and how it will help unlock efficient growth and enable you to stay relevant and competitive.
Get actionable insights on how to leverage data and create a digital customer experience to improve product, sales, and service delivery.

About TSIA

The Technology & Services Industry Association (TSIA) is the world’s leading research organization dedicated to helping technology companies achieve profitable growth and solve their top business challenges.

The hub of a well-connected community, TSIA is under nondisclosure with the world’s top companies in hardware and software technology and industrial, healthcare, and B2B/B2C professional service markets.

Each of our member companies agrees to provide non-public data to TSIA about its business practices and operating results. Our industry experts and data scientists then compile and analyze that data. All of this is done to help us answer the question: What business practices are working better than others in the real world?

In short, TSIA has a unique perch. We have seen just about everything that is good, bad, and missing from the digital transformation of the globe’s most important companies.

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Companies in Our Member Community

What People Are Saying About Digital Hesitation

    • Image of Maria Martinez

      It’s hard for large companies to overcome their legacy systems, processes, and ways of doing business. Digital Hesitation is a needed wakeup call for B2B companies to reassess and recommit to their digital goals.

      Maria Martinez, Chief Operating Officer, Cisco
    • Image of Sue Barsamian

      Digital Hesitation should be foundational reading for board members facing business model transformation.

      Sue Barsamian, Corporate Board Member, Box, Five9, NortonLifeLock, Gainsight, and Xactly Corp

Get a Sneak Peek of Digital Hesitation

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Digital Hesitation Authors

J.B. Wood
President and CEO, TSIA
  • Technology industry speaker and best-selling author
  • Advises B2B technology companies on strategies to increase growth and profitability through the optimization of their services, sales, product, and channel operations
  • Has appeared in leading publications, such as Fortune, The New York Times, and The Wall Street Journal
Thomas Lah
Executive Director and Executive VP, TSIA
  • Technology industry speaker and best-selling author
  • 20+ years experience on advisory services to a broad range of leading technology companies—including Bayer, Dell, HP Inc, Microsoft, Philips Healthcare, SAP, and Salesforce
  • Oversees TSIA’s executive research team and hosts TSIA’s podcast, TECHtonic: Trends in Technology and Services

Additional TSIA Research Contributing Authors

Nathaniel D’Domenicus
Bo Di Muccio
Laura Fay
Steve Frost
Stephen Fulkerson
Vele Galovski
George Humphrey
Jack Johnson
Anne McClelland

What is Digital Hesitation?

Digital Hesitation examines why most B2B companies are failing to reach the full potential of their digital transformation efforts. It also examines, in detail, the specific actions they need to take on the eight toughest challenges executives face today. It is written from the perspectives of a dozen experts who interact with and advise the world’s top technology companies every day.

Whether you’re looking for guidance on high-level issues like influencing the board to fully commit to transformation or specific topics such as the next generation operating models, TSIA’s industry experts cover it all. Digital Hesitation is the pragmatist’s guide to managing a technology-centric B2B company through its next five years of development.

Download Chapter 1  
Digital Hesitation book
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