Digital transformation is a priority for all manufacturers, after growth and market share expansion, according to research firm IDC, yet the company’s analysts say that most manufacturers are being held back because of their outdated business models and technology. Few are genuinely committed to working backwards from the customer, as Amazon insists on doing for all new products initiatives. However, on the plus side, there are those manufacturers who get it. IDC says the top players in 2020 will be relying on “digital platforms that enhance their investments and experiences and support as much as 30% of their overall revenue”. So, what is digital transformation, and what does it take to succeed? It was fascinating to contribute to Salesforce’s recent webinar which focused on the challenges and lessons that we are all experiencing.