Digital transformation is a priority for all manufacturers, after growth and market share expansion, according to research firm IDC, yet the company’s analysts say that most manufacturers are being held back because of their outdated business models and technology. Few are genuinely committed to working backwards from the customer, as Amazon insists on doing for all new products initiatives. However, on the plus side, there are those manufacturers who get it. IDC says the top players in 2020 will be relying on “digital platforms that enhance their investments and experiences and support as much as 30% of their overall revenue”. So, what is digital transformation, and what does it take to succeed? It was fascinating to contribute to Salesforce’s recent webinar which focused on the challenges and lessons that we are all experiencing.

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