B-to-B CMOs needs to develop and own the strategic capability of mapping, auditing and optimizing the customer journey. A strategic capability is a set of capacities, resources and skills that create a long-term competitive advantage for an organization. These capabilities are created as a response to new strategic directions or big changes in the market. One such market-breaking change and new strategic direction is today’s digital customer — not the customer who buys online, but rather how customers behave in a digital and mobile world. Digital customers are in firm control of their own journeys with your company. Les mer her