The ongoing changes and digital transformation we’ve experienced in Marketing in general — and Digital Marketing in particular — have been massive over the past five to 10 years.
And I’m not just talking about MarTech (although that’s certainly been huge). MarTech’s increasing complexity and impact across Marketing, IT, Sales, and the C-suite is really just one aspect of the digital transformation taking place across the entire Sales and Marketing ecosystem.
I’m talking about everything that links the customer experience together along their buying journey. From your corporate website, content, and data, to lead generation, analytics, expansion, and the ongoing customer relationship post-sale — everything is connected. And if it isn’t, it should be.
As I mentioned in a recent blog post, the blurring lines between Sales, Marketing, Product, and Operations are now essentially gone. There are no lines anymore when it comes to digital convergence and how it has impacted the C-suite.
Cross-company collaboration, accountability, budgeting, and ROI are now table stakes as you plan and execute your organization’s digital transformation. You are no longer simply purchasing MarTech; you are transforming your business and how you relate, communicate, and demonstrate value to your customers and potential customers. Everything is linked and must be carefully considered.
According to Forrester (and common sense), companies today must continuously reinvent their business — with technology at the core — or watch from the sidelines while their market is disrupted by organizations proficient at digital transformation.
Tools and technology are core to your strategy, but they are merely enablers. They do not define your plan. It’s actually the other way around: your strategy and plan dictate what technology you need.
One of my favorite sayings is from Sun Tzu’s The Art of War: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” While Sun Tzu applied his philosophy to winning battles more than 2,500 years ago, it very much applies to winning in business today.
It’s very easy to get caught up in your immediate pain points and throw a piece of technology at a specific problem. Don’t take the bait. Use this inflection point to keep the big picture front and center as you plan for the long term.
Of course, there will always be immediate concerns, such as which platform you should use for your Marketing Automation tool. However, this is just the very tip of the digital transformation iceberg.
When you look beneath the surface, it’s imperative that everything connects back to your larger strategy for attracting and acquiring new customers. It’s also important to understand how everything connects through your customer journey and into your long-term relationship with your buyers.
I like to say here at DemandGen that we combine strategy with execution. One without the other can never deliver meaningful results. It is only when you combine the two that you will win and succeed in your organization’s digital transformation.
DemandGen has helped countless clients identify and put in place the right digital transformation strategy for their business. From our comprehensive MarTech Stack Assessment to the actual execution and integration, our unique, full-stack delivery model and strategic expertise helps to guide marketing leaders along their digital marketing journey. Let us know how we can help you with yours.
As DemandGen’s Chief Operating Officer, Greg Carver brings nearly thirty years of operations experience in the high-tech and enterprise software industry. As a strategic operator, Greg has consistently proven success as a turn-around executive, change agent and catalyst in taking technology companies to the next level. He is a hands-on customer champion with a passion for building a culture of exceptional client relationships and experiences. As an innovative mentor and determined leader, Greg’s devotion to hard work and team building translates to company success.
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