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.Trust me, you won’t regret it.
Inspiration comes from the unlikeliest of places and you can never go wrong listening to the stories of some truly exceptional people.
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 from Marketing couldn’t stop raving about – that’s now become a very expensive way of sending emails.
Transformation is a series of events. Each consecutive event powers the one before it and lays the foundation for the next one.
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 solves a problem, adds value and uses technology as a tool to do it efficiently.
When it fails it’s often because the process to find room for a technology was started without a clear purpose.
Why did you start using email marketing? Why do you think investing in Salesforce is a smart move?
Whatever your need, there’s a tool out there that can take care of any mechanical task for you. It can do it faster and cheaper than you and probably even replace you. But it’s short sighted to get a tool just for faster and cheaper.
What you should be thinking about is which tool can help you get closer to your audience. What tool can help you understand and fulfil their needs and as a result 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 interested in the platform than your audience then stop. Just stop.
Go back and re-evaluate your reasons for wanting a tool, otherwise you’re setting yourself up for heartbreak. Create a strategy audit checklist to help you clarify your objectives and how you’re going to achieve them:
Remember: you’re transforming the way your organisation works and the way people do their day-to-day jobs, not just buying a tool to make it all more cost-effective. You will need help, you will need tools and you’ll need others to share their skills and time with you to navigate through this successfully.
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. I wish you all the success in transforming your organisation!