As we approach the holiday season and possibly the end of the financial/budgetary year, let’s pause for a moment to think about 2012. For many IT infrastructure and operations (I&O) professionals, 2011 was a challenging year; the bad news is that 2012 isn’t going to be any easier. With the pressures of the continued mandate to “deliver more with less” added to by increased business demands on, and scrutiny of, IT service delivery; all against a backdrop of increased business and IT complexity.
The high level view
Increased business scrutiny: IT cost transparency and value demonstration. One could argue that the challenges listed as “increased expectations” next will also increase the scrutiny of IT performance.
Increased expectations: agility, availability, “hardware,” and support and customer service.
Increased complexity: cloud per se, mobility, and compliance.
Involve all functions in design. Involve and include all functional units, development and operations. Bringing people together in face-to-face meetings, workshops, forums, and simulations to stimulate discussion, engagement, involvement, and address resistance. Resistance is a fact; you will encounter it. Bringing people together helps to make it visible, helps to create buy-in, and empowers people to change their own ways of working.
As the world starts discussing the intricacies of the Mayan calendar, Nostradamus’ predictions and the potential appearance of “Planet X” in 2012, we thought we would get the conversation focused on something much more important … the future of Market Insights. No, there’s no doomsday planned for our profession but, yes, there may be some cataclysmic events for some market insights professionals as they get hit by increasing demands from executives and stakeholders who are struggling to keep up with competitive disruption and fast-changing customer preferences.
Forrester will shortly publish the “Predictions 2012: What Will Happen In Market Research” report. In it, we’ll detail major tectonic shifts which we’ve been monitoring in the industry and why we are reaching a tipping point where constancy is now riskier than change. Some factors contributing to this include:
Companies need to change.Disruptors are changing the rules of the game with their “shoot-aim-ready!” business model and the internet has greatly enhanced customer power, influence and choice. To survive in this environment, companies need to embrace continuous market and performance monitoring and business improvement.
Market insights needs to change. Changes at the company level will force market insights departments to change their deliverables and business processes. Key changes include providing more agile insights, deeper and more strategic insights and more proactive competitive intelligence. Those which don’t face being replaced by Shadow MI.