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.

But most B2B companies, the old ones AND the new ones, are struggling to truly innovate their operating models. Leading companies in high-tech, industrial, medical device, and other B2B tech markets are hesitating to take the steps necessary to change how they build and deliver their solutions. They are carrying too much baggage—high labor costs, slow time to customer value, under-responsive sales and services—into a future that just won't stand for it. That's true even though the technologies are available to enable the changes NOW.

Digital Hesitation examines why most B2B companies are failing to reach the full potential of their digital transformation efforts. It also examines, in detail, the specific actions they need to take on the eight toughest challenges we see at the TSIA. Digital Hesitation is written from the perspectives of a dozen experts who interact and advise the world's top technology companies every day.

From high-level issues like influencing the board to fully commit to transformation, to specific topics like the next generation of sales and services operating models, Digital Hesitation is the pragmatist's guide to managing a technology-centric B2B company through its next five years of development.