From campaigns, to journeys, to commerce

Traditional IT (Information Technology) is over. Today’s conventional IT organisations spend far too much time in conflict with “the business”. Risk adverse, legacy IT bureaucrats and their legacy systems are the boat anchors of today’s corporations. Focussed on commodity “keep-the –lights-on” plumbing work, they are not enabling organizational agility and dynamic change.

In contrast, the best technologists are re-engineering and collaborating to co-create genuine digital businesses, not just “serve the business”.

As digital disruption accelerates, the division between front and back offices is blurring. Traditional back-office apps are migrating, one vendor at a time, to be closer to the sales-and-marketing, customer experience driven front end. The agility imperative means back and front office must integrate and synchronize

Digital technologies are transforming CRM. Tighter integration means CRM is extending from sales, service, and marketing into commerce. The long-term focus is not simply on selling products and services, but on delivering authentic brands and experiences, from campaigns to customer journeys to commerce.

4 years ago