Study: Just 12% of B2B marketers prepared for digitally empowered customers

Bain & Company's "Bought not sold: Marketing and selling to digitally empowered business customers" study warns marketing and sales against operating in silos. "Marketing and sales need to be tightly aligned, or they will ultimately perish," said Bain Partner Mark Kovac. "Otherwise, the CMO and the head of sales will be replaced by a chief commercial officer that, through organizational structure integrates, those two functions."