By PR Newswire
Publication Date: 2026-04-21 11:45:00
By Pierre Charchaflian, Vice President, Senior Partner – IBM Consulting
Global Leader- Adobe Practice and Marketing Transformation Offering
New IBM Institute for Business Value research reveals a growing gap between insight and action
ARMONK, N.Y., April 21, 2026 /PRNewswire/ — Customer expectations are evolving faster than many organizations can respond. New global research from the IBM Institute for Business Value, conducted in partnership with Adobe, shows that companies lose an average of $29 million annually because they can’t react quickly enough to customer demands. Three-quarters of surveyed executives say their companies are too slow to respond to changing customer needs.
Marketing leaders understand the shift, but the challenge is operationalizing it. Today, the real differentiator is orchestration: connecting data, decision-making and delivery so organizations can act in the moment. 88% of executives…