Digitalization of Logistics Businesses

Despite apparent presence, digital technology has only begun to penetrate the logistics industry. The implications for revenues, profits, and opportunities will be significant.

Customer requirements are driving digitization of commercial activities

Marketing, sales and service must rethink their strategy in order to tap the full potential of digitalization. The customer decides where the journey is headed. 

Digital transformation is the way technology is used to make changes to an existing system or create new business processes or a new user and customer experience to meet changing customer needs.

Digitalization raises questions that affect every aspect of the marketing, sales and service process and data management. When you start making changes, you need to keep a close eye on what each change means for the entire system.

In logistics, the focus is often on operational topics (e.g. shipment, delivery, supply chain management, inventory management, logistics software, etc.), even though actively managing customer touchpoints has a strong impact on the business and future orders. 

your benefits

Data. Processes. Systems.

Balance between conventional and new digital operating methods.


A common company aspiration across the entire sales organization


Fast decisions and dynamic pipeline management


Next-generation enabling technology

How we can help

Digitizing marketing, sales and service lays the foundation for future competitive advantages in the B2B business. A successful option is to target independent, high visibility initiatives like a lighthouse project, that can be realized quickly. Below you can see some examples which have to be taken into account for the evaluation:

Think big, start small

Companies benefit from projects that are strategically important. Make sure the initiative supports your goals and vision. Digitizing sales lays the foundation for future competitive advantages. Projects that are easy to implement and that have little impact on other processes are more suitable. The implementation should not necessitate additional structures to ensure continuation.

Digitize for your customers

Thanks to the digitization of marketing, sales and service, it is now possible to offer solutions that are tailored much more precisely to the needs of customers - and that is easier, faster and more cost-effective than ever before.

Consider risks and barriers

Review and understand which risks are low, tie up little capital, are easy to overcome, and do not significantly impact other processes. Digitization of commercial data is the natural outcome of a transformation journey, not the forced destination.

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Share goals and milestones

Make sure that goals and milestones are visible to the entire organization. Successful digitization must permeate every team and every function. The process requires an open approach as well as preparation and understanding of how data, processes and technologies will impact all teams, including HR, finance and product teams.

Think of digital transformation less as technology project to be finished than as a state of perpetual agility. Always ready to evolve for whatever customer want next. And you'll be pointed down the right path.
Amit zavery, head of platform, google cloud
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