The other day, I was going through some background research for a client. What struck me, as I waded through the reams of PowerPoint decks and research reports, what how integral digital was to the core functions of this particular industry. Whether it was key influencers in the purchase decision, reasons for doing business with a company or competitive differentiators, technological proficiency was right up there with traditional factors like price, value, convenience and reliability. As potential customers, we expect companies to have their digital acts together. More than this, it appears we’re ready to reward companies that aggressively invest in raising the bar of their own connected maturity level.