Today’s marketing technology landscape represents a whopping 947 different companies that provide software for marketers, focused on specific functions such as marketing automation, web data analysis or customer relationship management. What this means is that the job of the CMO and Marketer has become increasing complex. The other issue is that often the technology decisions in a company used to be made by IT are now being made by the line of business, or in this case in Marketing.
With the role of IT changing, and Marketers choosing their own line-of-business technology themselves, this has shifted the overall landscape of how technology is chosen, implemented and maintained. Another issue is that not enough CEO’s really understanding the strategic value of marketing and analytics to the point that they themselves are engaged in the decision making process – i.e., choosing the right technology for their organization and / or using the information about their customers to transform their products and services. What’s really required as part of doing business in 2015 is a shift in the overall business’s business model to a more digitally transformed business where all levels of executives are involved in not only the selection but also the use of the data and analytics to make better business decisions.
The Birst Marketing Analytics Accelerator simplifies this increasingly complex marketing landscape by bringing in data together from multiple data sources and embedding the insights into every marketing decision — all using a single platform. Birst provides marketing data readily available in user-ready formats so that marketers can intelligently navigate the customer journey.
Marketers not only focus on nurturing new prospects, but also building loyalty and retention strategies. This means that they are not only responsible for acquiring customers, but also keeping them. However, leveraging data to be able to do all that has become increasingly complex with marketers drowning in a sea of technology solutions.
Brad Peters, Chairman and Chief Product Officer of Birst says, “With Birst’s Marketing Analytics Accelerator marketers can link the various contact points along the market journey of their prospects and customers, which often spans multiple applications, to create a complete picture of how customers are found, sold and on-boarded. We are making it easier than ever to put valuable insights into the hands of marketers to not only improve effectiveness, but to quantify value.”
2015 will be the year that companies either make the decision to go forward with the digital transformation or be left behind. It’s a very important decision that should not be overlooked by CEO’s, CIOs, CTO’s, CFO’s and CMO’s as well as Customer Service Professionals. It may even mean that a whole new role, something like a Chief Digital Officer, is created for every brand and that is the person who pulls all the “old” various roles together to help them see how their role should transform as well as how the company or brand should shift their business model to a more digitally oriented business model, where customer data, at every touchpoint is used to make better business decisions. This requires that the senior leadership team recognize this need and step-up to the plate and make it happen within their organization.
VP and Principal Analyst, Constellation Research
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