Marketing can’t wait for your digital transformation

Published December 2, 2016 9:47 pm by Scott LoSasso
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Companies across all industries are undergoing a “digital transformation.” This takes many forms, but true transformation goes into the underlying software that connects everything from inventory and accounting to customer service and marketing. These large-scale, critically important initiatives promise efficiency, growth and sustained competitive advantages. The vision for these programs is inspiring — a single ERP system that connects the full cycle of business management, product delivery, customer support and marketing. The picture that is painted in the boardroom is elegant and energizing — the future solution answers customer and business needs at every turn. In most cases, this transformation must occur, but these projects take several years to complete and the aforementioned picture painted in the boardroom might be a unicorn for quite some time.

But the marketing portion of this can’t wait. The adage “fake it ’til you make it” comes to mind. You need to combine an omni-channel strategy, a decent CRM and marketing automation platform and get to work.

According to the latest CMO Spend Survey by Gartner, 65 percent of marketing leaders plan to increase spending on digital advertising in 2017, and those who answered on the survey spend most marketing budgets on websites, digital commerce and digital advertising. This is happening with and without the full scale digital transformation.

The bottom line is, you can run exceptionally productive and targeted programs with a less than perfect solution. As the larger plan unfolds, you will realize learnings that will improve the long-term solution.

Download the Gartner CMO Spend Survey 2016-2017 and share your thoughts on this topic.