IPG Conference A Success

She stressed that once a shop goes digital, it has to do its best to be more than just a print shop.

"The challenge is really about being a value-added provider," she said.

To make that leap, understand your customers' needs, Sherburne said. She recommended including questionnaires with every job and asking customers what they expect of the in-plant. Armed with that data, she said, you can find the right digital package for your shop.