Revenue growth
Beyond typical below the line advertising, improving digital maturity is an opportunity for executives to contribute more directly to revenue growth, where metrics and KPIs are more easily tracked than, let’s say, investment in trade publications, brochures, or billboards, and agility should be more than just a buzzword.
As such, many industry professionals recognize the importance of going digital and improving the fluency of their company, but a vast majority of them see this process as complex and tedious.
Here are a few principles marketing executives can apply to lead their company on the path of digital maturity and convert their newfound fluency to revenue growth.
Here are a few principles marketing executives can apply to lead their company on the path of digital maturity and convert their newfound fluency to revenue growth.
Data is a digital currency
While “more is less” is an effective guiding principle in many areas, this does not apply as widely to data gathering and building intelligence.
In the early stages of digital maturity, many marketing teams do not know what they don’t know and the initial learning curve can be steep - although very rewarding, very quickly.
In the early stages of digital maturity, many marketing teams do not know what they don’t know and the initial learning curve can be steep - although very rewarding, very quickly.
Data is ultimately going to be the currency over which your decision-making should be built; from what works, to what doesn’t, hopefully kicking pre-conceived ideas to the curb and generating new and actionable insights.
Define clear KPIs for your business and your teams
Data is the starting point on the path towards empowering teams with the tools it needs but, far too often, paralysis analysis will cripple their ability to take action.
Setting actionable goals, breaking down steps, and agreeing on short-term objectives - in the light of the long-term ones - will be far more effective than analyzing data at length in the hope of ever obtaining 1 right answer.
Set KPIs early for your business and teams, try new things, fail often, fail early and fail forward (hopefully this last sentence won’t give you buzzword cringe).
As long as your process is supported by data (with a sprinkle of creative thinking), this will seldom be a waste of time.
Setting actionable goals, breaking down steps, and agreeing on short-term objectives - in the light of the long-term ones - will be far more effective than analyzing data at length in the hope of ever obtaining 1 right answer.
Set KPIs early for your business and teams, try new things, fail often, fail early and fail forward (hopefully this last sentence won’t give you buzzword cringe).
As long as your process is supported by data (with a sprinkle of creative thinking), this will seldom be a waste of time.
Automate
everything that can be
Manually performing tasks can in some cases be seen as the only way to reach perfection. I would argue that perfection is often overrated in the business world (an entirely different post for a different day), and automation will get you 80% “there” most of the time.
If, as suggested above, you are practicing the art of failing often and failing early, you may find that automation can further give you the flexibility, the agility, and the insight you need at a fraction of the cost - that is financial, time and overall resources cost.
If, as suggested above, you are practicing the art of failing often and failing early, you may find that automation can further give you the flexibility, the agility, and the insight you need at a fraction of the cost - that is financial, time and overall resources cost.
Find yourself
a digital partner
An experienced CRO consultant will help you optimize your resources to maximize ROI on every point above, and beyond. Whether to help direct resources in building an intelligence warehouse where the rewards will be felt the fastest, to set revolving goals and KPIs with your teams, or to deploy the right level of automation to enable your staff to focus on the stuff that matters…
Re-inventing the wheel is rarely a sound approach in a world where resources are finite. An experienced partner will help you understand where you sit, where to build and where to outsource thus maximizing digital impact.
Re-inventing the wheel is rarely a sound approach in a world where resources are finite. An experienced partner will help you understand where you sit, where to build and where to outsource thus maximizing digital impact.
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Mohammade Check
Mohammade dispose d'une solide formation en informatique avec 15 ans d'expérience professionnelle dans divers domaines, de la gestion d'équipes de développement de logiciels au développement de produits à Londres et opérant dans toute l'Afrique avec un talent pour intégrer la créativité innovante dans un environnement axé sur les résultats.
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