Have you discovered the Netflix Original Documentary series, Chef’s Table, yet?

If not then clear your schedule this evening, make yourself a nice cup of tea and start watching it.

Inspiration comes from unlikeliest of places but you can never go wrong listening to the stories of some truly exceptional people.

Trust me, you won’t regret it.

The topic of this post is transforming digital marketing sustainably.

We’ve all heard the stories of amazing martech stacks and futuristic technological marvels powering organisations forward.

But just as often, especially if you dig a little deeper, you’ll learn that the actual impact of technology on marketing fails in comparison to the razzle-dazzle of the tools themselves.

We’re all too familiar with expensive contextual marketing tech that Bob couldn’t stop talking about that’s now become a very expensive tool for sending emails.

Transformation is a series of events.

Each consecutive events powers the one before it and lays a foundation for the next.

Very much like sustainable farming.

In other words, technology without a clear role hardly ever solves any problems on its own.

Mostly is just creates more work that ends up shifting the focus away from addressing the real challenge.

Any successful transformation, at its roots, solves a problem, adds value and uses technology as a tool to do it efficiently.

When it fails it’s often because the process was started to find room for a technology to exist without a clear purpose.

Why did you take email marketing into use? Or why do you think investing in Salesforce is a smart move?

Rest assured there’s a tool available out there that can take care of any mechanical task for you. It can do it faster and cheaper and probably even replace you.

It’s short sighted to think that having a tool can help you do your job faster or cheaper.

What you should be thinking is what type of tool can help you get closer to your audience, help you understand and fulfil their needs and helps you serve them better.

Marketing transformations don’t have to be massive to get out of control.

Whether you’re investing in a tool or a platform.

Find out where your heart is? If you’re more intersted in the platform than your audience then stop.

Go back to the checklist because you’re setting yourself up for a heartbreak.

Remember, you’re transforming the way your organisation works and the way people do their daily jobs.

You will need help, you will need tools and you need others to share their skills and time with you.

Finally, make sure that your transformation project aligns with your business strategy.

You have a business strategy, right?

Now that you’ve crossed your T’s and dotted your I’s there’s nothing left but to get started.