In a technology-driven discipline such as Digital Marketing, the temptation is to allow technology itself to drive the marketing transformation. But leading a digital transformation involves more than putting a technology toolset into place; it involves close attention to organizational readiness and a true understanding of the resulting business transformation. Here are five considerations for digital-transformation leaders who want to build out a modern digital marketing program—one that goes beyond a simple outbound communication program to one that aligns with corporate revenue and awareness goals.
- Get Executive Alignment. Most CMOs are fully on board with Digital Marketing—37 percent state their digital marketing will account for over 75 percent of their total marketing budgets, but still, it’s critical to ensure your success metrics are firmly agreed upon. You and your management should be in absolute lockstep on a very limited set of KPIs by which to measure your digital transformation. In my case, for example, executive management and I focused on aligning digital programs not just to general awareness-building and marketing-sourced-leads, but specifically to revenue bookings.
Five Tips Before Starting a Digital Marketing Transformation
