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Research Report

Digital B2B

Don’t focus on what is—focus on what must be.

When thinking about new ideas, stop asking, what is true right now? Ask: what must be true for this new idea to work?

Our latest book, Digital Hesitation, asserts five new growth levers that could develop if technology service providers follow digital transformation to its full potential. 
  1. Product-Led Growth: Growth driven by enabling products to drive revenue opportunities directly with the customer.
  2. Channel-Led Growth: Growth driven by partners that develop value-added solutions on top of digital platforms.
  3. Experience-Led Growth: Growth driven by creating a better customer experience.
  4. Customer-Led Growth: Growth driven by leveraging customer analytics to prioritize sales and marketing efforts.
  5. Outcome-Led Growth: Growth led by delivering specific business outcomes to customers.

In this paper, instead of focusing on why these new strategies may not work, we will focus on “what must be true” for these scenarios to make sense for a technology company. And, through this process, we will be teasing out the viability of the current status-quo strategies of many technology companies.  

For each potential new growth strategy, we cover the following ground:

  • Overview of this strategy
  • Industry examples of companies pursuing this strategy
  • Benefits of this strategy
  • Outside-In trends that are making this scenario attractive
  • Potential scenarios
  • What must be true (WMBT) for these scenarios to make sense


Authored By:

Thomas Lah

Executive Director and Executive Vice President, TSIA

Publish Date: October 19, 2022

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Peg Rodarmel, SVP, Subscription Services, Infor

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