avoiding the tragic mistakes in digital transformation

@jakedimare | #TragicMistakes

Jake DiMareHead of Marketing

GDS CMO SUMMIT

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Avoiding the Tragic Mistakes in Digital Transformation

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Who are you?

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Jake DiMare Head of Marketing at Digital Clarity Group

Los Angeles Officewww.digitalclaritygroup.com jdimare@digitalclaritygroup.com@jakedimare

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Physical

Web

Mobile

Wearables

Social

Connected Home

More is expected of marketing than ever

The number of digital touch points is expanding.

More and more consumers are turning to digital channels to complete transactions.

Customer journeys are growing more complex. Wearables

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Making it all work…

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@jakedimare | #TragicMistakes 21Source: Accenture CMO Insights Report

78%

Marketers believe the role will undergo a fundamental change in the next 5 years.

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63%

Senior executives believe digital transformation isn’t happening quickly enough

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WE ARE HERE!

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Yet…

Source: http://blog.gleanster.com/2013/04/13/whats-wrong-with-marketing-automation-today/

80%

Companies that invest in marketing automation fail to leverage the full breadth of features in the tools

70%

Marketing organizations have difficulty moving beyond traditional batch and blast email campaigns.

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THE STRUGGLE IS REAL

It’s not all about the technology.

Understanding the Tragic Mistakes

www.digitalclaritygroup.com/VOCalis

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Tragic Mistake #1

Failure to lead transformation with a strategy, or with an outdated or ill-informed strategy.

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Tragic Mistake #2

Selecting technology before or separately from selecting an implementation partner.

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Tragic Mistake #3

Underestimating the critical importance of discovery and requirements gathering.

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Tragic Mistake #4

Failure to assign explicit ownership for the transformation and migration of content.

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Tragic Mistake #5

Overestimating the importance of technology, while underestimating the critical importance of people and process.

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Tragic Mistake #6

Underestimating or misunderstanding the total cost of ownership associated with enabling technology.

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Tragic Mistake #7

Failure to articulate business critical KPIs or focusing on vanity metrics instead of business critical data.

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Tragic Mistake #8

Insufficient understanding of the customer’s goals, needs, and pain points. Lack of Customer-Centricity.

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Tragic Mistake #9

Poor understanding of the overall topology of a unique marketing technology ecosystem.

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Tragic Mistake #10

Failure to define and clearly communicate organizational goals associated with transformation early and often.

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What have we missed?

Thankyou!JAKE DIMARE

jdimare@digitalclaritygroup.com

@jakedimare | @just_clarity

Digital Clarity Group