Digital transformation is no longer a buzzword—it’s a business necessity. But despite major investments in technology, only a fraction of companies succeed in turning digital potential into real results. Why? Because many start with the tools before defining the actual business need.
At the Future-Proof Your Business event, Henri Molin from Maya Consulting shared a practical and strategic approach to designing and building impactful, digital-first B2B experiences. His session addressed why so many transformation efforts fall short—and how organisations can close the gap between ambition and execution by focusing on the right foundations.
In this blog, we unpack the key insights from Henri’s talk, including:
- Why defining business capabilities is the crucial first step
- The role of data platforms in enabling scalable, AI-powered growth
- How self-service experiences create value for modern B2B buyers
If you’re rethinking how your sales and marketing teams can deliver more digitally, this is a must-read. If you’d like to dive deeper, you can watch the full session recording here.
The digital shift in B2B sales
The way B2B buyers interact with companies has fundamentally changed:
- 80% of sales encounters will be digital in the near future.
- Yet, only 30% of digital transformation efforts meet their targets.
The challenge? Companies are failing to address the "why" behind their transformation efforts, leading to disconnected strategies and missed opportunities.
To succeed, organisations must align business capabilities, data, and self-service strategies to truly empower buyers.
Ingredient 1: define your business capabilities – the "Why" gap
One of the biggest reasons companies fail in digital transformation is that they don’t clearly define their business capabilities.- Business capabilities act as a bridge between goals and execution.
- They create a common language across departments and external partners.
- They help clarify what actually needs to be fixed to reach key business targets (e.g. lead generation, customer engagement, operational efficiency).
Start by asking:
- What is our actual target?
- What obstacles are preventing us from reaching it?
- What needs to be fixed first?
By mapping business capabilities first, companies reduce inefficiencies, prioritise the right investments, and align teams toward a shared goal.
Ingredient 2: invest in a data platform – the foundation of AI & digital growth
90% of the world’s data has been created in just the last two years—yet much of it remains fragmented, inconsistent, and isolated. To fully leverage AI and digital transformation, companies must first build a strong data foundation.A data platform is essential for:
- AI-powered sales & marketing
- Optimising supply chains
- Improving production data insights
- Enhancing customer experiences
Choosing the right platform is key—prioritise established solutions with built-in AI capabilities rather than trying to reinvent the wheel.
Ingredient 3: build self-service experiences – be available 24/7
Today’s B2B buyers expect the same seamless experience they get in B2C: Over 50% of potential customers have already made a decision before ever reaching out to sales.- They want to research and evaluate solutions on their own time.
- B2B should not be restricted to a 9-to-5 model—buyers engage with content whenever it suits them.
- Companies must offer digital self-service options to remain competitive.
Example: McDonald's introduced self-service kiosks that made it easier for customers to order and increased upselling opportunities. The impact was so significant that they had to adjust operations due to supply chain limitations!
For B2B, self-service can:
- Give potential buyers more time to explore solutions.
- Allow them to engage with content and references when it’s convenient for them.
- Create seamless customer journeys that move buyers through the funnel without direct sales involvement.
How to automate & scale self-service in B2B?
To build a seamless, data-driven self-service experience, companies must:
- Design business capabilities – Clearly define objectives and gaps.
- Invest in a strong data platform – Build the foundation for AI and automation.
- Develop self-service solutions – Enable 24/7 access to information, demos, and research materials.
The key takeaway? AI, self-service, and data-driven decision-making are no longer optional—they are essential for staying competitive in the evolving B2B landscape.
Final Thought: Prioritise the Right Technology
There are hundreds of data platforms available, but not all are built for scale.
- Prioritise industry leaders with AI capabilities already in place.
- This allows businesses to focus on execution rather than reinventing infrastructure.
Continue the conversation
Interested in taking the next steps in sales and marketing transformation? Whether you want to explore AI-driven strategies, data-led marketing, brand-building, or self-service solutions, we’re here to help.
Fill out the form, and we’ll be in touch!
