“Digital is the main reason just over half of the companies on the Fortune 500 have disappeared since the year 2000.” – Pierre Nanterme, CEO Accenture
In my line of work I’m fortunate to hear from a global audience from all walks of life. Through these connections I get the opportunity to soak up experiences and tap into their expertise and knowledge in an open and collaborative way. Whether its over a Skype call, email, LinkedIn, and if fortunate in-person over a one-on-one, the conversations surface the balancing act of business and marketing transformation from the physical (or traditional) to an online or connected path towards digital nirvana.
I’ve found a growing trend of people tasked with building a passage of digital transformation. It’s driven from either the business is forced as a result of new market disruptions, or catch-up to the evolving customer journey in how individuals connect, or new ways to enable the supply chain to drive efficiency and new scale.
It’s often never a one-size-fits-all reason, and every business has their story of what’s driving this transformation. But at the end of the day it all points back to building better value – which seems to be the new normal. Continue reading “Digital transformation…..where to start?”
Transformation has been the theme with CMO’s the last few years, and will likely continue over the next few.
This marketing transformation we keep hearing, appears driven from the rate of change in customer behavior, and the deep insights now attainable from the wealth of data DNA available in their digital environment.
We’ve seen this DNA trail of an individuals digital behavior give rise to numerous new technologies at marketings fingertips, which never before has provided marketers so much understanding and insights into the customer and deliver marketing effectiveness at a level never witnessed before.
In my past experiences helping leading transformation in marketing, I’ve uncovered a guiding theme that often determines success or failure. Marketing leaders seek to truly make the leap, it begins with evolving the culture within marketing, and across the organization.
The transformation begins with shaping collaboration; instill agility and empowerment, marketing teams with technical skillsets (marketing technologists), and a data-driven mindset across an organizations cross-functional structure (marketing, product, sales, customer service, etc.).
The transformation journey embeds digitalizing the cornerstones of the marketing mix, an integrated marketing technology stack, and cross-pollinating these new tools with marketing technologists across a holistic environment between marketing, IT, sales, and even customer service.
So what does this have to do with effective content marketing? Everything. Continue reading “Operationalize for Effective Content Marketing”