Modern companies are learning how to shift the way they do business. Companies now need to have a strong presence on the internet. They need to provide an experience for their consumers. Business can achieve this by using social media to interact with their consumers. This can be a big cultural change for some businesses to adapt to. They need to know who they are targeting and how to engage their audience.
- When Rishi Dave was hired to lead the digital transformation at Dun & Bradstreet three years ago, the new CMO knew that fully overhauling the marketing technology stack would be required to transform the 175-year-old company into a modern, data-driven enterprise. But that isn’t where he started.
- While there was some immediate work to do to improve the existing digital customer experience, that was performed in parallel with more important work: establishing a new go-to-market strategy around customer personas rather than products and creating the right culture to support it.
- The key to this marketing-led makeover isn’t jumping into tactics or technology, but investing in the necessary strategic, cultural, and organizational shifts required to drive the transformation.
“Reorganizing around the digital experience is at the top of the agenda for companies across industries today.”