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B2B Marketers Embark on Homeric Journey

2/3/2021

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Companies need to approach digital transformation as an odyssey, not a roadmap with a fixed destination

Jonathan Copulsky, senior lecturer of marketing at Northwestern University and co-author of an upcoming book on business transformation, says moving to a digital-first strategy requires B2B marketers to employ perpetual change — and realize that success has no finish line.

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