DIGITIZING “NON-DIGITAL” NICHES: EXPERT TAGIROV ON HOW TO RESTRUCTURE MARKETING AND SALES IN TRADITIONAL MANUFACTURING

This expert article examines the specific challenges of digitizing marketing and sales in traditional manufacturing and “non-digital” niches, where commercial processes have historically relied on manual work and individualized customer interactions. The author proposes an analytical approach to identifying revenue leakage points and selecting areas for digitalization through a sequential framework: “process → data → diagnostics → technology → financial outcome.” The article demonstrates that optimizing individual stages of the sales process can affect conversion rates, response times, average transaction value, customer acquisition costs, and sales cycle length. The article also examines the limitations of digital transformation and the conditions under which it is economically justified.