We can all acknowledge that the same technologies that are driving digital transformation within organizations are also rapidly transforming work as we know it. Much has been written in the mainstream media about the impact of the cloud, big data analytics, artificial intelligence and robotics on the future job market. But the story isn’t all doom and gloom. In a recent IDC survey, almost half of U.S. organizations surveyed (47%) thought that AI and robotics will have a positive impact on their organization’s jobs in the next 3 years.
Somewhere along the way of the marketing campaigns and the market hype, the industry has forgotten why we are digitally transforming and what it means. If we rewind, traditional organizations are being disrupted by digital startups; they are seeking ways to innovate more rapidly, be customer-centric, harness data to generate insights at scale, and ultimately transform their operations to compete in the digital economy.
Digital transformation has been changing the global business landscape in several ways, but one of the most important for organizations is rising customer expectations. The ability to create and deliver digitally-enhanced experiences as well as products and services will be a critical component of an organization’s success.
To differentiate in the crowded B2B marketscape, marketers are leaning more heavily on content marketing techniques. In fact, content marketing is now the 3rd largest marketing spend, behind advertising and events. There’s a lot of content marketing noise for buyers to wade through, which is why so many marketing teams are looking for ways to make content more relevant for their audiences throughout their buyer journeys.
Leaders call them tiger teams, circles, networks, or squads. Whatever term you use, the objective is the same: remodel the organization to better serve empowered customers and attract new workers who have fresh expectations. Leading companies are progressing towards a “network of teams” approach that is more agile and customer responsive than the traditional hierarchy of functional silos built for the industrial 20th century.