Commercial Creativity for Industrials: Monetize to Make an Immediate Impact

Published on January 19, 2023

For the past decade, technology and industrials companies have viewed digital through an “efficiency” lens. Now the resurgent crisis raises a litany of digital questions on the revenue side, too. But according to Brad Soper, Grigori Bokeria, and Adam Echter, you don’t need to wait years to see an effect on your top line. Rather, commercially creative measures can deliver an impact as early as a quarter or two from now. Read the interview to find out how!

Brad, Grigori, Adam, our recent paper on Commercial Creativity describes digital migration as one of the strongest forces in the demand revolution. Can you tell us, what impact digital migration has had on T&I companies?

Brad: The crisis has definitely accelerated several existing digital trends, one being the move toward a multi-…

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