Commercial Darwinism....5 tips for digital B2B evolution and 1 important mistake to avoid.
Eric Doyle (F.ISP)
Developing people and organisations to become leaders in their sectors - Digital Commercial Strategist, Sales trainer - TedX Speaker / Coach - Keynote speaker, event host/compere/moderator - Artist
The only certainty in business is change.
Buying behaviour is shifting, prospecting and networking are evolving, and how we develop our businesses must adapt. The organisations that understand and apply the right digital strategies, tools, and systems will pull ahead. The question is: where do you start?
As a digital commercial strategist, I believe the key to success is positioning your people and organisation as leaders in the ‘digital twin’ of your sector—both technically and commercially.
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Here are five critical areas that separate the businesses thriving in this new landscape from those just surviving...and one major mistake to avoid.
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1. Think beyond traditional marketing
Influence wins.
Without it, your corporate messaging is just noise. Influence in the digital world accelerates growth by amplifying your brand, your campaigns, and your announcements across key platforms. But here’s the truth: influence doesn’t come from corporate posts. It comes from people.
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LinkedIn’s B2B Thought Leadership Impact Study found that 64% of buyers say thought leadership content is more effective than traditional marketing materials in assessing a company’s capabilities. Yet, many businesses still focus on outdated marketing methods that don’t engage their audience.
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Your team has the expertise, the insights, and the credibility to drive influence in your sector—but they need the skills to do it effectively. Training them in digital networking and online influence will open doors to new clients, partnerships, and revenue opportunities.
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2. Put digital commercial transformation on the board agenda?
Digital commercial strategies aren’t just about marketing—they impact operations, finance, and risk management. The rapid rise of AI, automation, and data-driven decision-making is reshaping how businesses operate. Yet, many leadership teams still see digital transformation as an IT or marketing initiative.
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If your organisation’s digital commercial transformation isn’t on your risk register, it should be. Gartner predicts that 'by 2026, 75% of B2B sales organisations will augment their sales process with AI-driven insights and automation. Businesses that don’t adapt will struggle to remain competitive'.
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The shift is happening—either you embrace it, or your competitors will.
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3. Keep your head on a digital swivel?
Job descriptions used to be rigid. Now, agility is everything. Leaders need to think like digital pioneers, not just business operators. A CEO I worked with recently said: “I now realise I’m not just the CEO of my company—I’m also the CEO of a digital media company.” That mindset shift is critical.
McKinsey tell us… ‘companies that adopt digital-first leadership strategies see 2.5 times higher revenue growth than their peers’. Being adaptable, staying informed, and leveraging innovation are now fundamental to success.
Curiosity and adaptability will separate future-proofed businesses from those stuck in legacy thinking. Keep learning. Stay informed. Know which innovations could save you time, money, and create competitive advantage.
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4. Measure everything
Too many businesses throw money at marketing without understanding what they get in return. That’s unacceptable.
Every pound, dollar, or euro spent on demand generation should be tied to a clear result. Yet, marketing budgets often escape the same scrutiny as other business investments. Why? Because the right data isn’t being tracked.
According to Forrester, 'companies that measure their marketing ROI effectively are 1.6 times more likely to secure higher budgets and sustain long-term growth'.
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It’s time for businesses to get forensic. Use digital tools that measure engagement, conversion, and revenue impact. Track attribution from the first touchpoint to the final sale. If you don’t know exactly how your marketing is affecting your bottom line, you’re working blind.
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5. Strategy and data over half-hearted effort
AI is exploding in business.
Some companies are already integrating it, while others are confused—or worse, ignoring it altogether. The difference between winners and losers? A clear strategy.
AI, automation, and data analytics will save time, cut costs, and increase efficiency. But blindly adopting tools without a plan is a waste of resources. MIT Sloan Management Review states that 'companies using AI-driven data insights grow revenue 3x faster than those that don’t'.
Build a strategy, identify the processes AI can enhance, and measure results. Adapt and improve as you go. A tactical approach beats a haphazard one every time.
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And, the biggest mistake you can make...
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Thinking that these digital commercial shifts don’t apply to you...they do.
Your experience over the last 10, 20, or 30 years is valuable, but if you’re not actively learning about digital transformation, that experience won’t be enough. The best leaders surround themselves with experts who understand the digital commercial landscape and use them to drive strategic decisions.
If you’re on the leadership team, start asking the tough questions:
Where does our digital commercial strategy stand today?
How are we leveraging technology for commercial improvement and revenue growth?
What’s our plan to remain competitive in a digital-first world?
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The people that buy from you know you but what about those that don’t?
Your organisations value may be a 10 but if your digital influence is at 3, you are only ever going to be perceived as a 3…
If you’re not in leadership, start raising these questions at every opportunity. Get data, build a case, and push for action. The businesses thriving today are the ones that had someone in the room who kept pushing the agenda until change happened.
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Remember, digital transformation isn’t simply about social media posts and marketing content—it’s about revenue, profit, and future growth.
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The question isn’t whether your commercial future is changing....it’s whether you’re ready for it.
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Eric Doyle, a fellow of the Institute of Sales Professionals, is the managing director of Crux Consulting, a company focused on helping organisations take full advantage of their digital commercial worlds.
Managing Director at Grampian Fasteners | Vice-chair at the British & Irish Association of Fastener Distributors
3 周In many ways this is nothing new. The fundamentals are the same and we've been digital for a long time. It's the new tools and the rate of change that pose the challenge right now. Even if you do manage to get on top of all these things today, the landscape could completely change by next week.