Take a look at this interesting article based on how to compete with some of the new dynamics of how customers buy and make decisions based on the digital market place tools.
http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/strategic-principles-for-competing-in-the-digital-age
Many times companies are too internally focused forgetting that while still the customer is making the many of the buying decisions, the process of getting in front of the customer are controlled by vendors with ease of use connecting customers to relevant content.
http://www.halzimmermannleica.org/
I hope this is helpful.
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