Newsletter | April 27, 2022

04.27.22 -- What's Driving Digital Transformation?

 
     
 
     
 
  In This Issue:  
 
     
 

FROM THE EDITOR

 

What’s driving digital transformation?

 

It depends on who you ask and how they define it. One thing for certain is that nearly every business on the planet is undergoing some form of digital transformation. For small businesses it may be no more than establishing a webpage or social media presence. For large corporations it might be significant changes to their business strategy through technology innovations.

 

For the B2B marketing and sales teams I speak with, it generally means better understanding their buyers and connecting with them more efficiently and effectively. But it’s important to know that it isn’t accomplished by only slapping a new piece of technology onto your organization.

 

Companies that are undergoing digital transformation typically describe it as changes in organizational structure, processes, and human behavior. And it is supported and enabled by technology.  

 

The feature article in this week’s newsletter comes from an interview I had with Sean Russell, the chief commercial officer at Premier Research, a clinical research organization for biotech, specialty pharma and device innovators. It is a story about problem solving, "Kaizen", and business transformation, and it has a great ending. You'll want to read it!

 

What’s driving digital transformation? It still depends! Let me know what you think. Not sure what Kaizen means? You can learn more about that in the newsletter too!  

 

If you never want to miss an edition of our newsletter and you haven’t signed up yet, you can do that here: send me the Follow Your Buyer newsletter each week!

 

 

Thanks for reading - Perry

Perry Rearick

Chief Editor | Follow Your Buyer

prearick@followyourbuyer.com
 


 

Exclusive Content From Follow Your Buyer
     
Controlling Your Destiny: One B2B Company’s Story Of Continuous Improvement And Digital Transformation
 
 

Studies seeking to reveal what’s on the minds of business leaders nearly always include a large helping of digital transformation. Businesses of all sizes, types, and in all markets are undergoing digital transformations. Let’s face it, the entire world is transforming digitally.

 
 
 
 
     
Taking Our Own Buyer’s Journey In Search Of Marketing Technology
 
 

Last year, B2B companies allocated over 26% of their marketing budgets to technology and Forrester estimates that over $25 billion will be spent globally on marketing automation technology alone in 2023.1 What that tells me is that many of us will be embarking on our own buyers’ journeys in the next year or two.

 
 
 
 
     
The Data Problem Marketers Don’t Know They Have
 
 

B2B marketing and sales teams have robotic data-related issues that are silently wreaking havoc on their ability to understand buyer’s journeys and engage their prospects.

 
 
 
 
     
Is It Time To Defrag Your MarTech Stack?
 
 

At any point on a typical day, at least a dozen applications are open my computer. Adopting each one came only after careful consideration, but each was primarily evaluated on its own merits and its ability to integrate with other applications received less attention. Over time it became fragmented and my MarTech stack looked more like a Jenga tower on the verge of collapse. If your experience is similar, it might be time to defragment your suite of marketing technology tools. 

 
 
 
 
     
     
 
  B2B Marketing Around The Web  
 
 
TEKsystems 2022 State of Digital Transformation Report
 

According to Jay Alvather, president of TEKsystems, their "research reveals that leaders must remain steadfast about their transformation ambitions, they must foster inclusive, nimble cultures and mindsets, and they need to keep the customer at the center of all business decisions.”  

 
 
 
     
 

Kos Blaz, a strategy and operations consultant describes Kaizen like this. "The core philosophy behind Kaizen is simple: you can always make or do things better, even if they seem to work well in a particular moment. Furthermore, all problems should be seen as opportunities to improve things." Read his article here Kaizen Method and Philosophy - Why is constant improvement the winning strategy | Spica