As a tech sector marketer you will know Digital Transformation is not straight forward. Right now you are probably trying to market “Digital Transformation” to your clients, whilst also working out how to digitally transform your own marketing function. Martrain has some of the best consultants in Europe who have worked on digital transformation projects […]
P&L Responsibility Be under no illusion that a digital transformation is a strategic initiative that is going to affect every aspect of your marketing function. It involves hiring people with different skills and letting established team members go. It also involves P&L responsibility – in fact the main driver for digital transformation is not the […]
There is no start or finish date A big challenge for a Digital Transformation project is there is no clear start and finish. Ever since your organisation had a website you have been marketing digitally. It is not as if your marketing department is an analogue caterpillar that will suddenly transform itself into a digital […]
The people aspect of a digital transformation project is potentially the most stressful. Often you find the longest serving, most loyal people are the ones who struggle the most to adapt to the new way of working. New skillsets required For instance as their organisation does more digital marketing, senior content editors and copywriters are […]
Marketing technology is obviously a great enabler for digital transformation. But often when we do marketing automation audits for clients we find they are only getting 20% of the value for the software that they should. There are two main reasons for this: Lack of technical know-how Tools like marketing automation platforms are actually really […]
Although tech vendors were early adopters of Marketing Automation Platforms like Eloqua and Marketo, they often really struggle to get the results they expect from the hefty investment. The usual reasons for this are: The existing members of the marketing teams don’t have the required skill-sets. Typically tech vendors with mature marketing teams are very […]
What are you going to learn in a workshop that you don’t already know? You may think that persona and customer journey workshops are a lot of hassle and are just something agencies have thought up to squeeze more money from you. After all, you already know your marketplace and your solutions inside out, so […]