Digital transformation is not about technology—it’s about change. And it is not a matter of if, but a question of when and how. The role of the chief executive is fundamental to transformation and the rewards are high. The 23% of firms that have successfully digitally transformed in our MIT Center for Information Research survey of 413 companies globally, achieved 16 percentage points higher margin than the industry average.

Most sensible marketers — and everyone but the worst of the worst — left pop-up windows behind ages ago. While that move was welcome news to, well, everybody, similarly intrusive tactics still exist in modern marketing playbooks. While interruptive tactics can be effective, marketers must first weigh short-term benefits with long-term costs. Full-screen overlays, modal windows, and interstitials, for example, could do more harm than good.