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New Products Are the Top Digital Disruptor, Tech Execs Say

More collaboration needed between IT, marketing practitioners

June 7, 2016 | Demographics | Technology

More than a quarter of technology executives agree that new innovative products and services are the top source of digital disruption. Other key areas that present a challenge include new forms of customer engagement and business models, according to research.

Primary Source of Digital Disruption According to Technology Executives Worldwide, April 2016 (% of respondents)

Harvey Nash, in partnership with KPMG, polled technology executives in April 2016 on the trends they are seeing as digital transformation takes place across their organizations.

According to the research, respondents revealed key sources where digital disruption is occurring within their organizations. More than a quarter of technology executives identified new innovative products and services (27%) as the biggest disruptors. In second place, 23% named new forms of customer engagement (23%).

Timeframe in Which B2C Marketing Managers in the US and Western Europe* Believe Marketing Will Have a Collaborative Relationship with IT, April 2015 (% of respondents)

More interestingly, 17% said they didn't know what could be the primary source of digital disruption. This could be due to the difficult of choosing just one.

One way to help mitigate such disruptions is for tech execs to be involved across the business. Only 39% of business-to-consumer (B2C) marketing managers in France, Germany, the UK and US, said they already had a collaborative relationship with their IT departments, according to a separate survey from Forrester Consulting and Ignition One.

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