KEY TENSION NEW STRATEGIES INCREASE COMPLEXITY AND RISK Acting like a startup is no easy feat for the big players. Incumbents don’t have the luxury that small brands do to organically test-and-learn their way forward. They need to navigate a significant rise in complexity Incumbents in all aspects of their business in order to innovate, need to navigate incubate, and scale with speed, precision, and predictability. Personalization will require real-time a significant rise insights and more digital interactions with customers. in complexity in Customized products will require new manufacturing all aspects of their capabilities. Localization will require many more business in order to stock-keeping units (SKUs). innovate, incubate, To manage the complexity, they need to become and scale with data-driven organizations. They need to gather insights speed, precision, across all functions to identify new opportunities, break silos that produce generic experiences, and and predictability. enable the workforce to work smarter. They need to unify everything from demand generation, to purchase, to servicing. And, they need to do it in a cost-effective manner to unlock capital for continuous innovation. INTELLIGENT REVENUE GROWTH FOR B2B EMBEDDING AI TO REINVENT RELEVANCE 4