Digital Transformation: Change across people, process, technology and data
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The document discusses the challenges marketers face in navigating digital transformation amidst a clutter of marketing technologies. It emphasizes the importance of understanding customer needs and aligning tools and strategies accordingly while detailing a structured approach involving people, processes, tools, and data. Additionally, it highlights the success stories of companies like Mizuno USA and Hershend Family Entertainment in implementing effective marketing technology strategies.
Digital Transformation: Change across people, process, technology and data
- 1. BEWARE: DIGITAL CLUTTER BLINDS A GUIDE TO CLEARING THE PATH TO YOUR DIGITAL TRANSFORMATION (and sifting through digital B***s***)
- 2. MAYBE YOU’VE HEARD IT ALL BEFORE, BUT NOT LIKE THIS We know and understand the challenges you face as a marketer first hand. The pressure to deliver data driven results (whatever that means), offer the best customer experience, and support your inbound marketing funnel. Words like transformation and marketing technology keep getting thrown at you but you have to stop and ask yourself how it relates to you. We’re hoping this helps you navigate your digital transformation path and truly understand what it actually means. PAGE 1 All rights reserved Arke Systems LLC, 2016 • www.arke.com
- 3. WHAT’S WITH ALL THE CLUTTER… OH - WE MEAN TOOLS? My rough approximation is that there are about 4,000 marketing technology companies worldwide at this point. – Scott Brinker HOW IS ALL OF THIS RELEVANT TO YOUR ORGANIZATION? There’s a tool promising to do any and everything you could imagine, proclaiming to make your job easier. There’s data coming from all directions. How do you see past all the clutter and use the tools to your advantage? You have the power to transform your organization – that’s how companies survive. Leaders in their industries know what their customers want and are willing to change, pivot, and shift focus to meet customer needs. PAGE 2 All rights reserved Arke Systems LLC, 2016 • www.arke.com
- 4. PAGE 3 All rights reserved Arke Systems LLC, 2016 • www.arke.com DIGITAL CLUTTER OR ORGANIZATIONAL POWER? What some see as clutter, we see as power. Truth is, the tools themselves don’t matter – it’s your ability to use them to your advantage within a cohesive ecosystem. You need to see past the clutter to determine what your organization really needs. Tools are irrelevant because they’ll be based on what you’re trying to accomplish. This puts all the power of the world in your fingertips. So, what will you do with it? The better question is how can you take advantage of it? 27% OF SENIOR EXECUTIVES RATE DIGITAL TRANSFORMATION AS NOW BEING “A MATTER OF SURVIVAL”
- 5. PAGE 4 All rights reserved Arke Systems LLC, 2016 • www.arke.com THE AMAZONS, THE UBERS, AND YOU? You can’t talk digital transformation and customer satisfaction without mentioning the idols – Amazon, Zappos (an Amazon Company) and Uber to name a few. They’ve gotten something right: innovation, a focus on positive customer experiences, and an eagerness to stay ahead through transformation. Every once in a while a company will completely change the way consumers think. The magic isn't in the crazy new idea. It's in understanding customer needs and desires to step in and provide them. 91% 37% OF ORGANIZATIONS SAID THEY ASPIRE TO BE AMONG THE CUSTOMER EXPERIENCE LEADERS IN THEIR INDUSTRY HAD STARTED A FORMAL CXM (CUSTOMER EXPERIENCE MANAGEMENT) INITIATIVE YET ONLY YET ONLY 73% 35% OF COMPANIES WITH THE MOST POSITIVE CX (CUSTOMER EXPERIENCE) UNDERSTAND THE LINK BETWEEN CX AND RESULTS, OF COMPANIES WITH THE LEAST POSITIVE CX IMPACT CLAIM THE SAME
- 6. These are the four pieces to our transformation process which includes the involvement of People, Processes, Tools, and Data. Each play a key role in an organization’s success. STRATEGY Boots on the ground or planes in the sky? Strategy is the initial step you’ll take in order to reach those big organizational dreams! IMPLEMENTATION Here’s where the magic starts to happen. With a full understanding of where you want to be your team can begin looking at which tools to implement and how to implement them. TRAINING The Marketing Technology Journey doesn’t end with determining your goals or choosing the right tools. Your team’s continued education trough training will build on the learning process in a more instructional way. OPERATIONS Digital needs are also an on-going process. Maintenance and strategic support will provide assistance with your continued growth and changes. We understand change happens and sometimes it’s just nice to let someone else to sweat the details! HOW DO YOU TRANSFORM? OPERATIONS TRAINING STRATEG Y IM P LEMENTATION The Marketing Technology Process PAGE 5 All rights reserved Arke Systems LLC, 2016 • www.arke.com
- 7. PAGE 6 All rights reserved Arke Systems LLC, 2016 • www.arke.com MARKETING TECHNOLOGY STRATEGY STRATEGY: the science or art of combining and employing the means of action in planning and directing large movements and operations. MEET MARKETING TECHNOLOGY STRATEGY: It can be a struggle managing to get your major stakeholders on the same page. That’s why we’ve created a 2-day workshop that brings the major stakeholders together in a deep discussion and planning session for the major aspects of the business: People, Process, Tools and Data. This sets precedent for the next stages in your digital transformation: Implementation, Training, and Optimization. Mapping your customer journey is a vital factor in the strategic success of marketing technology implementation. A well thought out customer journey is codependent with strategy. RESULTS: You’ll receive a detailed Strategic Roadmap that specifies a plan for Marketing, IT, and other major functions in your organization based on the customer journey.
- 8. PAGE 7 All rights reserved Arke Systems LLC, 2016 • www.arke.com THE KEYS TO SUCCESS PEOPLE: everyone in the organization plays a part in executing strategy, which is why making sure the stakeholders are all on the same accord is so important. PROCESSES: The decisions made should support business goals – what are you going to do and why are you doing it? TOOLS: Before making any key decisions on what tools you’ll use your team will need to understand what pains are in place for why you need them. DATA: Setting initial goals will ensure you’re moving toward improvement when you begin placing measurements on them.
- 9. HERE’S HOW THEY DID IT MIZUNO USA HERSCHEND FAMILY ENTERTAINMENT Prior to the implementation of a new CMS (Content Management System), Mizuno worked through challenges with an MTS (Marketing Technology Strategy). This included a deep discussion about the current technologies, internal processes, and the benchmarks over the next year. Customers' online check-out experience wasn’t ideal and an in-depth discussion and mapping of the customer journey was completed to gain a better grasp of who their customers were. Herschend wanted to implement the latest version of their CMS (Content Management System) to empower their individual properties to improve their ability to manage content, implement personalization and more effectively align business goals with their websites. The success of the project was, in part achieved by customer journey mapping and aligning technology with strategy through an MTS (Marketing Technology Strategy). LEARN MORE HERE LEARN MORE HERE PAGE 8 All rights reserved Arke Systems LLC, 2016 • www.arke.com
- 10. PAGE 9 All rights reserved Arke Systems LLC, 2016 • www.arke.com WHAT OUR CLIENTS ARE SAYING “The MTS was a very positive project to work through. So much so that I felt we should move forward with next steps and Arke. Our engagement with Arke was our first stab at doing anything outside of having a website.” – Ben Giovannetti, General Manager, R & B Metal Structures “The MTS process is only as effective as we understand it to be. Has it done what we wanted? Absolutely. Things have to evolve and develop now.” – Howard Atkins, VP Marketing & Biz Dev, General Cable LEARN MORE HERE LEARN MORE ABOUT THE TRANSFORMATION PROCESS.
- 11. A LITTLE ABOUT US Arke helps organizations excel in a digital-first world. We are committed to helping clients achieve the very best customer experiences through digital transformations. This is done by empowering organizations to create appropriate strategies leveraging the right people, processes, marketing technologies, and data. Arke specializes in custom web application and software development, database development, business intelligence, CRM and CMS implementation, marketing automation, and portals. We provide Technology Strategies for the Marketing Mind™, and we look forward to helping you with your transformation journey. Find us at www.arke.com, email us at [email protected], or call at 404.751.4232. All rights reserved Arke Systems LLC, 2016 3400 Peachtree Rd, Atlanta GA 30326 TEAM ARKE DELIVERS TRUSTED, THOUGHTFUL, MARTECH TRANSFORMATION BUILT FOR YOU EVERY TIME Questions?