Digitalization: The Main Barriers to Its Diffusion in Businesses
Posted: Thu Jul 10, 2025 4:45 am
These findings are far from those emerging during the qualitative analysis phase , where many companies expressed the need to structure information exchange with the sales network and the desire of some B2B businesses to launch online commerce.
There is a shared opinion that digital tools are essential for effective marketing today, across virtually all sectors, but most believe that the tools offered by the market (although numerous and comprehensive) are not perfectly suited to their company's needs. The need for customization , along with buy bulk sms service the required investment of time and budget, are among the greatest obstacles to digitalization, but internal resistance also appears to be present : there is often a need for a cultural change within the organization to " convince " staff. Even company management itself is often cited as resistant to changing long-established and once-effective ways of doing things.
The decision-making process described by CMOs seems to highlight the fundamental role they themselves play in driving the digitalization of their functions : the input for adopting digital tools within the function seems to depend, in most cases, on them themselves, rather than on IT or management, while the opinion of management appears to be crucial in the final approval phase. CMOs therefore have the role of stimulating and driving marketing innovation, and company leaders have the role of facilitating the process.
" We know how creative and flexible the marketing department is, and therefore must always be ready to adapt to a dynamic and changing market. This is why SAP is standing alongside Chief Marketing Officers by providing solutions that allow them to plan and orchestrate personalized omnichannel customer experiences with a single tool for marketing campaigns and analytics. Our SAP C/4HANA suite has the important goal of making marketing campaigns more targeted by leveraging the entire customer context, uniting experiential and operational data from across the company to obtain a single 360-degree view of customers that contains significant insights on which to base strategy, execution, and listening activities ," said Ivano Fossati , Head of Sales SAP Customer Experience for Italy and Greece at SAP.
There is a shared opinion that digital tools are essential for effective marketing today, across virtually all sectors, but most believe that the tools offered by the market (although numerous and comprehensive) are not perfectly suited to their company's needs. The need for customization , along with buy bulk sms service the required investment of time and budget, are among the greatest obstacles to digitalization, but internal resistance also appears to be present : there is often a need for a cultural change within the organization to " convince " staff. Even company management itself is often cited as resistant to changing long-established and once-effective ways of doing things.
The decision-making process described by CMOs seems to highlight the fundamental role they themselves play in driving the digitalization of their functions : the input for adopting digital tools within the function seems to depend, in most cases, on them themselves, rather than on IT or management, while the opinion of management appears to be crucial in the final approval phase. CMOs therefore have the role of stimulating and driving marketing innovation, and company leaders have the role of facilitating the process.
" We know how creative and flexible the marketing department is, and therefore must always be ready to adapt to a dynamic and changing market. This is why SAP is standing alongside Chief Marketing Officers by providing solutions that allow them to plan and orchestrate personalized omnichannel customer experiences with a single tool for marketing campaigns and analytics. Our SAP C/4HANA suite has the important goal of making marketing campaigns more targeted by leveraging the entire customer context, uniting experiential and operational data from across the company to obtain a single 360-degree view of customers that contains significant insights on which to base strategy, execution, and listening activities ," said Ivano Fossati , Head of Sales SAP Customer Experience for Italy and Greece at SAP.