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Research Report

Chapter 1 Preview: Digital Hesitation

Digital Hesitation is a call to arms for every B2B tech company to unlock the potential of digital transformation.

This chapter is a must read for every B2B executive going through digital transformation. If you want to boil down how the losers in the B2C wars of the last two decades got beat, it wasn’t the product—it was the way they interacted with their customers. That’s what digital transformation is supposed to be about.

There isn’t a question of if your industry will be hit by digital transformation, but when. In fact, it is already well underway. But most B2B companies, old ones AND new ones, are struggling to truly innovate their operating models. 

At TSIA, we have seen just about everything that is good, bad, and missing from the digital transformations of hundreds of the globe’s most important companies. This book, written from the perspectives of a dozen experts who interact and advise the world’s top technology companies every day, examines why most B2B companies are failing to reach the full potential of their digital transformation efforts. 

This is a chapter from the book that we think you will find of interest and relevance to your company. It covers:

  • What Wave One of Digital Transformation looked like.
  • What Wave Two of Digital Transformation looks like today.
  • What defines the “Haves and Have-Nots” in the tech industry.
  • The human problems in Digital Transformation.
  • The financial Fish Model.
  • Why Digital Hesitation is such a huge problem.

Authored By:

J.B. Wood

President and CEO, TSIA

Thomas Lah

Executive Director and Executive VP, TSIA

Publish Date: March 24, 2022

TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.

Peg Rodarmel, SVP, Subscription Services, Infor

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