Marketing Transformation

TO WIN IN THE NEW NORMAL
We are built to address the industry’s challenge to deploy marketing technology for benefits we believe now possible. Our consultants have the broad experience needed to unify marketing disciplines — blending organization, marketing and technology strategies into vision and execution, while enhancing the customers’ journey.

WHAT WE BELIEVE

Bolting on technology is not the answer

The most powerful force driving digital transformation is convergence. Marketers need to successfully navigate convergence — of apps, communities, content, devices, channels and behaviors — to win relationships and compete.

How companies compete has changed over time. Soon brands will only compete on one dimension:
the customer relationship.

RELATIONSHIPS

We believe, in the future brands will compete on only one dimension: relationships. How marketing is organized — and the technologies that support it — will favor simplicity and transparency. Content and technologies will be channel neutral. Relationships will rule.

Relationships_5web

CONVERGENCE

Buyer interactions are converging. To respond, marketing organizations and their agencies must converge as well.

Here’s what convergence will look like:


Apps and devices used to communicate with brands and communities become one.


Content formerly designed for specific channels is created only once — and published everywhere.


B2B and B2C buying behaviors, once dramatically different, become one with the availability of product information.

Convergence


Personal and professional identities, formerly distinct and separate, become one with the transparency of personal information.


Processes are shared across business units. Lines are blurred between sales, marketing and service.

HOW WE RESPOND

Breakdown silos, in favor of customer engagement

Our approach creates the flexibility to change without disruption. We advocate:

Marketing is the driver of the customer experience

Thoughtful design of a technology ecosystem is the only way to realize value from a complicated martech landscape.

New process and management approaches are needed to equip marketing leaders in the new normal

The ultra-connected consumers’ preferences are always right