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Digital Transformation’s Impact on Business Models

Industry leaders Geoffrey Moore and Alexa Vignone explain how digital transformation maximizes customer lifetime value and the main challenges companies face when implementing their digital strategies.

The Propulsion 2023 session "Digital Transformation’s Impact on Business Models" features a panel discussion with Geoffrey Moore, best-selling author of Crossing the Chasm, and Alexa Vignone, EVP of Technology at Salesforce, led by Propel CEO Ross Meyercord.


  • MOORE: "People now know what good looks like. Pragmatic people are asking is there a situation where we have a lot of trapped value in our operating model or our business model that we could actually re-engineer or dramatically improve performance by using the new technology?"
  • MOORE: "The designing and engineering team historically said, "I'll invent this stuff and you guys will figure out how to market it." It was all that back to front motion. Now we're talking about the culture—where are they in respect to adopting this more collaborative and more customer-first, as opposed to product-first, point of view?"
  • VIGNONE: "AI is going to have a pronounced and meaningful impact on how we as consumers are going to drive the demand for products backwards through the supply chain, versus what has traditionally been a product-to-consumer driven motion."
  • VIGNONE: "You can still have coffee when you close something, but you have to understand that closing will happen more quickly in some businesses and more slowly in others. It all drives towards 'do we really understand the outcome? Are we helping you set up well for the outcome?' It's less of a big bang mentality. A bit more incremental, more well thought through with a focus on the long tail."

Click here to watch all sessions from Propulsion 2023.

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Propel Software Solutions

Propel Software helps product companies grow revenue and increase business value. Our product value management platform connects commercial and product teams to optimize decision making with shared insights, drive efficiency with contextualized collaboration, and engage customers with compelling products and experiences. Propel has a proven track record of improving product quality and margins, accelerating speed to revenue and profit, and increasing customer satisfaction for product companies. Recognized as a Deloitte Technology Fast 500 winner, Propel is built on Salesforce and drives product success for hyper-growth startups, corporate pioneers, and Fortune 500 leaders in the high tech, medtech and consumer goods industries. For more information, visit

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