Digital transformation: 4 focus areas for CMOs

For businesses now, not keeping up with change is dangerous. But adapting to change is actually a problem of all times.

So what can CMOs do to seize change and set the example for the rest of their organisations to follow? An article published by Think With Google MENA written by Joris Merks-Benjaminsen tries to answer this question.

#1 Be a standard bearer for customer centricity

One of the most crucial factors of success among leading companies today is their ability to provide a single consistent customer experience across all touch points.

 

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What does this mean for you and other leaders in your business?

Simply this: don’t allow your org chart to be visible to customers, and don’t let it get in the way of successfully engaging with them.

“Creating a better customer experience is not a matter of finding the single best customer-centric KPI; it’s a matter of finding the set of KPIs that encourages departments to care about the whole customer journey rather than only the part of it that they touch,” explains Head of Programmes from Google Digital Academy, Joris Merks.

#2 Learn and promote a common language for technology

A frequent challenge found in many companies is the gap between business leaders and specialists, maintains Think With Google MENA report.

When it comes to technological developments, new solutions are so fragmented and move so fast that only specialists can keep up with them. That wouldn’t be a problem if specialists would speak using everyday language, but the reality is that many of them don’t.

The bottom line? Encourage specialists and leaders to speak to each other, bring tech and data specialists into leadership meetings more often, and don’t treat tech as a specialism in its own discrete silo.

To be effective and useful, technology should permeate the organisation and be framed in language that’s accessible to all.

#3 Establish and encourage a culture of innovation

Transformation isn’t a plan or programme; it’s a chain reaction of experiments, each small enough to start running now, but large enough to disrupt at least some old ways of working.

Businesses today need an environment of experimentation in order to survive and thrive.

To further drive the spirit of experimentation and make transformation happen, foster an environment of openness and create a culture that allows ideas to flourish.

Hire people who can do many things and embrace change, give them as little structure as necessary while providing them with the tools and workplace that encourage them to connect with people and create their own fluid structures around the projects they own.

# 4 Provide vision and leadership that stimulates forward motion

Barriers are a key component of digital transformation. Barriers can’t be an excuse NOT to go through transformation – because they’re inherently part of it, notes Think With Google MENA report.

The fact is, acts of digital transformation always add up to more work because transformational actions never fit existing processes or structures and you can almost never build on what’s already there.

On top of that, there’s also more risk: if you do things the old way, you pretty much know roughly how things will go and what the end result will be.

If you act in new ways, you don’t know whether you’ll succeed nor how big the impact will be.

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