Manufacturers are shifting rapidly from digital planning to digital execution in 2025, according to a new industry report released by Copperberg and Valtech.

The study, The Voice of Digital Leaders in Manufacturing 2025, is based on a survey of over 100 senior manufacturing executives, with 76% representing companies generating more than $1 billion in annual revenue.

The report signals a major evolution in mindset among manufacturing leaders. In previous years, executives focused heavily on defining digital strategies. This year’s findings show that companies are prioritizing tangible implementation.

“We are seeing a clear move away from vision and into action,” the report states, emphasizing that manufacturers recognize the urgent need to turn digital ambitions into operational results.

Manufacturers want to execute on digital transformation in 2025

Despite increased investment, 47% of respondents say they are still struggling to deliver seamless digital customer experiences — an area they see as critical to maintaining competitiveness in a rapidly evolving market. This shortfall suggests that while many manufacturers have upgraded back-end systems or sales channels, customer-facing innovation remains a challenge.

The sector faces external pressures that are accelerating the need for digital advancement. Rising operational costs were cited as the most pressing challenge by 60% of survey participants, followed by:

• Supply chain disruptions (43%)
• Workforce shortages (38%)
• Increasingly complex market structures (25%)

The report notes that these conditions are forcing companies to rethink their service models, shift toward value-added offerings, and seek ways to deepen customer loyalty.

Among the most important initiatives highlighted is the rapid development of customer portals. All surveyed companies are investing in digital self-service platforms that allow customers to access documentation, view and manage orders, monitor machine performance, schedule predictive maintenance, and receive training and onboarding. These platforms not only improve the buying experience but also enable manufacturers to collect critical customer data for future product and service improvements.

In parallel, manufacturers are embracing “servitization” strategies, which is bundling products with digital services to create new revenue streams and differentiate from competitors.

“It’s no longer about selling a machine; it’s about selling a business outcome,” the report notes.

Copperberg and Valtech also stressed that change management is emerging as a make-or-break factor for digital initiatives. Successfully rolling out digital capabilities across multiple geographies, business units, and customer segments requires close alignment between C-level leadership and digital project teams.

“The winners will be those companies that integrate digital execution into their DNA — not as a side project, but as a core operating principle,” the report concludes.

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