In today's accelerated world, companies face a perfect storm: the increase in customer expectations, talent scarcity and economic turbulence. The playing field is not the level: while inherited organizations fight to adapt, new agile companies are taking advantage of avant -garde technology to interrupt industries. For established players, digital transformation is not just an option, it is a life line.
However, even with the most detailed roadmaps and the best intentions, commercial transformation is not a guaranteed success. In fact, about 70% of these projects do not offer positive results, something that has already cost more than $ 2.3 billion worldwide. Early acceptance is crucial, but difficult to achieve when interested parties do not see tangible results in the initial phases of a project.
Therefore, those who seek to carry out transformation projects should seek technologies and techniques that allow them to achieve long -term ambitions, as well as the first rapid profits. This could generate more emotion around the transformation, both internally and externally, and, ultimately, help prevent future failure.
Group Strategy Director, United Kingdom and I, in Dentsu.
Marketing technology: the change of game for commercial transformation
Business leaders are often under great scrutiny when it comes to justifying investment in marketing technologies, even those that help companies better understand their customers. Advocating for buying internally can be complicated, and some interested parties incorrectly saw marketing as a cost load instead of an income generator. However, this outdated way of thinking is not in line with the current reality.
Just as marketing has become a key driver of commercial strategy, marketing technologies are emerging as a crucial component of commercial transformation. The data and knowledge provided by next -generation marketing tools together with techniques such as market landscaping are allowing companies to map long -term objectives and effectively respond to immediate changes in the market.
Why the data are the cornerstone of the transformation
A good decision is not made without data. Each business that operates in the current digital world knows its value. However, despite this, recent investigations discovered that only half (51%) of companies believe that they have their data established in a way that allows them to make the most of their customer knowledge.
In today's landscape margins are adjusted and errors are expensive. Knowing your audience from inside could be the difference between a transformation that rises and one that stumbles. This is the reason why the knowledge of humans should be the guide force behind any commercial transformation.
Often, marketing teams are years of vision when they come to use such ideas. This is because its success depends on knowing exactly what makes customers work. After all, the success of a campaign depends on understanding the people you are trying to reach. Data -based ideas about human behavior that is already using marketing can inform a broader commercial transformation strategy and help companies predict future trends, strategies more effectively and be more proactive to meet the needs of Your audience.
Imagine a global fashion retailer who fights to stay competitive in a market that changes rapidly. By taking advantage of marketing data, the company identifies that an increasing segment of its audience is prioritizing sustainable products and ethical origin. Marketing equipment can use these ideas to create highly specific campaigns that emphasize the ecological practices of the brand and the new lines of sustainable products.
But the impact of the data does not stop there. These same ideas can generate a broader commercial transformation: it can be the catalyst to restructure the organization's supply chain to align with sustainability demands, introduce a recycling program and offer greater transparency in the supply of materials. As a result, not only will the customer loyalty increase, but the retailer will also capture a new ecological hearing, doubling its income in this category within two years.
Creation of agility through marketing technology: strategies for success
The markets are volatile and what is relevant today may not be tomorrow. Companies must adopt an 'agile resilience' approach to be better prepared for what comes later. This means designing flexible frames that will allow recalibration as new data and ideas arise, staying aligned with long -term objectives, while responding to immediate changes.
When integrating marketing technologies such as customer data platforms (CDP), with artificial tools for intelligence and automatic learning, business leaders can analyze in real time and predict future, structured and unstructured data on scale data. These tools make it easier than ever avoiding consumer behavior and planning where, when and what buyers will spend money. This allows business leaders to become scenario planners, anticipating changes in the market and are ahead of the next movements of competitors, to create business transformation strategies that are directional, but also agile.
Similarly, through scenario planning and market landscape, companies may be ready to react if competitors move to new markets and spaces. A dynamic market vision not only establishes a solid basis for future campaigns, but also maintains the impulse in transformation initiatives. For example, stage planning can feed a future setback approach, starting with a clear vision of what the business must be in the long term and then define the tangible steps necessary to get there. This maintains each transformation initiative aligned with the final objective, even as market conditions change.
As new technologies arise, they also do new ways to track success. Leaders who carry out commercial transformation projects must remain inquisitive and look beyond traditional metrics. For example, the attribution models traditionally used by marketing specialists can be used to track which channels are demonstrating more effective or perform a rotation analysis. It is even possible to incorporate information in real time, such as meteorological patterns and geopolitical data, in these models, to build a more holistic vision. For example, an ice cream brand could choose to incorporate data on meteorological patterns. This would allow them to predict where and when the next increase in demand would be and ensure that stock and marketing materials can proactively go to the right places at the right time.
Make sure all decisions are based on data
There is no doubt that the change is on the horizon, and the business transformation projects will be presented largely for companies in all forms and sizes in the future, with almost 2 out of 3 companies believing that at least half of Your future income will come from offers that are not yet in your portfolio.
However, it is important to recognize that commercial transformation is a continuous process. It is a trip, in which companies strive to better understand the needs of their audience, instead of the final destination. The future belongs to the companies that dare to evolve. By marrying the bold vision with agile execution and letting the data lead the way, organizations can unlock a new era of transformation, one that is as resistant as revolutionary.
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