BUSINESS SITUATION CONSUMERS AREN’T BUYING THE STATUS QUO Consumer goods companies are facing new, profound challenges. For incumbents, it is a time of existential crisis. Growth has stagnated. Consumers are engaging and buying in new ways. Digital disruptors are changing the rules of the game. One thing is certain, future growth doesn’t look like the past. Growth is declining for legacy leaders Eighty-six percent of incumbents are averaging revenue compound annual growth rate (CAGR) of <1 percent. Legacy practices—pulling the levers of product, customer, and channels—aren’t reversing the decline. Liquid expectations are raising the bar As digital brands proliferate, they are setting higher standards. Consumers expect rich, highly personalized experiences with no friction—regardless of business or brand. Digital disruptors are stealing category growth The performance gap between digital disruptors, microbrands, and incumbents is growing. As consumer expectations are increasingly shaped by digitally enabled, direct to consumer (DTC) brands, incumbents’ relevance continues to weaken. A digital “earthquake” in retail is imminent Traditional retailers will continue to lose their grip on consumers, as digital disruptors, like Amazon, vie for dominance at the local level. As a result, consumers are in a constant state of re-appraisal, demanding that businesses remain relevant in every micro-moment between sales and service. As market dynamics are increasingly shaped by digital players and startups who are radically customer centric, incumbents are losing their capacity to attract, engage, and retain customers. INTELLIGENT REVENUE GROWTH FOR B2B EMBEDDING AI TO REINVENT RELEVANCE 2