by Despite the rapid adoption of digital in recent years, some organizations are still trying to unlock real value from their transformation efforts to date. As budgets shrink and global economic uncertainty increases, many analysts argue that growth in IT and Digital spending is necessary to maintain a competitive advantage and remain operationally efficient.
True digital transformation can only be seen when every function of an organization comes together, providing the necessary alignment to innovate effectively and create true transformational value.
Whatever position a company is in, one thing is clear, the current generation of marketing and digital leaders offers cutting-edge digital transformation programs and means continuing to break down corporate silos wherever possible. This theme has been highlighted since everyone got out of the pandemic.
James McGough, Founder of Europe’s largest technology EXPO – DTX believes this is crucial to the need for professionals to learn more about their organization: “We have many important discoveries in this area – 71% of our recent C-level visitors are now in the ‘department’ They said they didn’t want to work in what I call ‘isolation’ and wanted to actively work with others in their organization to help realize the enormous potential of the digital industry.”
Keynote speaker at DTX Europe 2022, Jenson Button advocates collaboration as key to success
While leading companies can access a new world of possibilities by transitioning to digital collaboration in all areas of their companies as their technology stack continues to change rapidly, many marketing leaders are finding more obstacles to navigate than successes.
Rolls Royce R2 Factory Marketing Director Alex Vail thinks that more collaboration across all teams to share ideas, technology and data in new and secure ways is the answer to real change: “Digital Transformation is hard. Businesses everywhere have been affected by large, external change agents over the past few years. The change we are seeing is that organizations are starting to realize that without system-wide collaboration, they cannot meet system-wide challenges. In 2023 and beyond, we will hear much more about businesses working with partners, sharing industrial data and generating ideas for truly systemic solutions, with partners no one could have imagined.”
A key part of this journey will be getting a company’s IT/Technology functions to work with the marketing team to try new things – Zoom CIO Consultant Magnus Falk believes it takes a step change in experimenting with new technologies to move forward. creating organizational efficiency and competitive advantage: “We are more of a team that is experimenting with virtual experiences to add value, for example, in a retail setting. That’s why a prestigious watch company can offer a potential customer the opportunity to meet the famous Swiss-based designer – they can jump on a video call and chat with you right now – creating a competitive advantage.”
Kasper Nielsen, Head of Customer Service for Lifescan EMEA, a manufacturer specializing in medical devices for diabetes management, sees digital transformation and smart use of new technology as key to managing the impact of global uncertainty and the “cost of living” crisis: “In the coming year, we will see a completely different environment in which all businesses will feel the pressure of inflation, rising raw material and transportation costs. With more companies under pressure, the technology we use and our cross-departmental strategy need to be in place. As a business, we will need to strike the right balance between human interaction and artificial intelligence to maintain our human touch and still deliver the level of customer service that drives brand loyalty.”
RingCentral Vice President of Marketing Julien Rio believes companies need to leverage more of customer data and insights. is also the key It fully expects the continuation of the game-changing developments in marketing in 2023, which grew in an uncertain period: “As competition between businesses escalates amid the economic downturn, C-suite is (finally!) realizing the value that marketing adds to driving brand awareness and driving sales conversion. Advanced analytics powered by Artificial Intelligence (AI) will soon provide customer insights that can predict customer churn, customer needs and preferences, allowing marketing to be tailored to data. It is an exciting time for marketing, and technology will be key to shaping and transforming the industry next year.”
It is clear that ‘Breaking the Silos’ in organizations is the key to truly taking digital transformation to the next level for all companies. Marketing and digital professionals should focus on creating as many opportunities as possible to learn what’s going on with their company’s entire technology stack to find new ways to collaborate with others as they prepare for a new era of digital transformation.
CMOs can no longer focus solely on their traditional areas either – they need to have a real sense of technology. Maximizing the opportunities created by digital transformation means that teams must have a detailed understanding of the day-to-day challenges they face, such as Cloud infrastructure, security, DevOps, and data and insight, to ensure that no team involved in Digital Transformation is working alone.
