M
Mark Troester
Guest
As part of a successful digital transformation, teams must collaborate to drive positive customer outcomes. That means marketers, developers and IT need to get on the same page.
The essence of digital transformation is built upon effective collaboration that drives positive customer experiences. This is a constant challenge that organizations face and struggle to manage each day—for marketers, developers and IT. Digital transformation is based on connecting the dots between people, processes and technology, which is why a collaborative approach is so important—internally and externally.
However, studies have shown a continued lack of collaboration among different teams, especially for larger enterprise organizations that must continuously and collectively scale their efforts across business lines, regions and customer bases.
The Industry Fallacy
With the proliferation of software-as-a-service (SaaS), marketing can now move forward and bypass IT. Great digital experiences no longer require extensive (if any) involvement with the development and IT teams.
The Simple Truth
Delivering compelling omni-channel customer engagements is a difficult task for most organizations. While SaaS offers more self-service capabilities, many “platforms” are designed primarily for the marketing persona when collaboration between key constituents is still a key for success.
Want to bypass development? That will just create more problems. Regardless of the minimal short-term gains, it’s not a sustainable or advisable decision. To create truly compelling customer experiences, all teams should be on the same digital page—developers, engineers, content providers, marketers, business analysts, DevOps and beyond.
Let’s consider the way things have generally worked. A great deal of historical tension has existed between technology and business teams, often tied to supply and demand. The business frequently wants and expects more than IT can deliver, based on competing agendas. IT has been a cost center focused on mitigating risks, reinforcing governance and standardization, and “keeping the lights on.” The business groups have been tasked with fueling revenue, growth and new market opportunities—which requires a degree of flexibility. While their tasks may be different, both really should again be connecting the dots between people, processes and technology to drive results and positive customer outcomes.
Enter DigitalFactory
Remember that study mentioned above? Did you know that 77 percent of decision makers say their IT and marketing teams could be better aligned to deliver on digital transformation efforts? DigitalFactory overcomes the infrastructure challenges IT faces and fosters the marketing and technology collaboration necessary to deliver digital experiences at the speed of the business.
Continue reading...
The essence of digital transformation is built upon effective collaboration that drives positive customer experiences. This is a constant challenge that organizations face and struggle to manage each day—for marketers, developers and IT. Digital transformation is based on connecting the dots between people, processes and technology, which is why a collaborative approach is so important—internally and externally.
However, studies have shown a continued lack of collaboration among different teams, especially for larger enterprise organizations that must continuously and collectively scale their efforts across business lines, regions and customer bases.
The Industry Fallacy
With the proliferation of software-as-a-service (SaaS), marketing can now move forward and bypass IT. Great digital experiences no longer require extensive (if any) involvement with the development and IT teams.
The Simple Truth
Delivering compelling omni-channel customer engagements is a difficult task for most organizations. While SaaS offers more self-service capabilities, many “platforms” are designed primarily for the marketing persona when collaboration between key constituents is still a key for success.
Want to bypass development? That will just create more problems. Regardless of the minimal short-term gains, it’s not a sustainable or advisable decision. To create truly compelling customer experiences, all teams should be on the same digital page—developers, engineers, content providers, marketers, business analysts, DevOps and beyond.
Let’s consider the way things have generally worked. A great deal of historical tension has existed between technology and business teams, often tied to supply and demand. The business frequently wants and expects more than IT can deliver, based on competing agendas. IT has been a cost center focused on mitigating risks, reinforcing governance and standardization, and “keeping the lights on.” The business groups have been tasked with fueling revenue, growth and new market opportunities—which requires a degree of flexibility. While their tasks may be different, both really should again be connecting the dots between people, processes and technology to drive results and positive customer outcomes.
Enter DigitalFactory
Remember that study mentioned above? Did you know that 77 percent of decision makers say their IT and marketing teams could be better aligned to deliver on digital transformation efforts? DigitalFactory overcomes the infrastructure challenges IT faces and fosters the marketing and technology collaboration necessary to deliver digital experiences at the speed of the business.
Continue reading...