Both consumer- and business-facing companies have to pay attention to the fundamentals and realities of today’s environment. Meaning, technology is a critical factor. More specifically, a company’s digital marketing, web presence, social media, and SEO efforts must work together seamlessly to translate search rankings into increased revenue.

It’s all about presence, traffic, lead generation, and converting a prospect into a customer—whether that customer is an individual consumer or a business.

Consumer decisions can be based on emotions, personal preferences, and peer influence. Decision-making in businesses is much more complex.

More people have to weigh in, and there’s a strong emphasis on desired business results, such as reduced expenses and overall benefit to the cli...