It is amazing how little discipline companies have in their approach to their business technology, whilst at the same time acknowledging that their sales & marketing tools are critical but not delivering their promised, measurable value.

Translating the rhetoric of “customer-first” into meaningful action and overcoming legacy attitudes remains hugely challenging for traditionally-structured companies.

The sales & marketing technology world has rapidly become complex as the number of applications and categories covered by Scott Brinker’s increasingly dense Martech ‘supergraphic’ illustrates. This graphic, which has almost become a mandatory slide at marketing conference presentations, tracked 150 tools back in 2011. This year, 2017, it featured 5000. Few, if any marketers, can credibly claim to be fully across this landscape.

Traditional IT organizations are also challenged. IT people who have built their careers around coding and building stuff are being threatened by marketers who go around them and buy tools directly from tech vendors that business administrators and business super users can configure and drive with minimal IT involvement.

However, marketers who do buy their own tools without IT’s collaboration often find themselves stuck with point solutions that cannot be easily integrated and extended into their companies’ broader ecosystems, something which is essential if superior 360-degree experiences are to be delivered to customers.

Marketing and IT has to get into bed together and collaborate effectively. And we have to drop the phrase ‘digital marketing’. All marketing and sales activity today is digitally enabled. We don’t need a “digital strategy” today. We need strategies to succeed in the digital world that is all around us, where meaningful, sustainable and profitable differentiation can be achieved only by an obsessive focus on the digitally-enabled customer experience, with digitally-literate marketers and business technology (not old-school IT) specialists collaborating together around a shared vision and purpose.

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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