To drive revenue growth in the digital age, new data shows that marketing leaders are upgrading data-collection technology, collaborating closely with IT, and focusing on test-and-learn agility. Given their access to one-click shopping, same-day delivery, instant search results, and ubiquitous media, consumer expectations are sky high. Their message to businesses is paraphrased by Veruca Salt in Charlie and the Chocolate Factory: "I want it, and I want it now." In fact, consumer expectations of near-real-time interactions and services jumped to number one on the Association of National Advertisers (ANA) 2016 survey of business disruptions,1 1. This discussion is an independent McKinsey & Company fact-based analysis of the ANA survey and incorporates insights from McKinsey's Marketing & Sales Practice.