4 Must-Dos For Continuous Business Innovation

Diego Lo Giudice

The modern business world echoes with the sound of time-tested business models being shattered by digital upstarts, while the rate of disruption is accelerating. Organizations that will win in this world must hone their ability to deliver high-value experiences, based on high quality software with very short refresh cycles. Customers are driving this shift; every experience raises their expectations and their choices are no longer limited. Like trust, loyalty takes years to build and only a moment to lose. The threat is existential: Organizations need to drive innovation and disrupt their competitors or they will cease to exist.  

The modern application delivery (MAD) strategy document of the MAD playbook that my colleague Kurt Bittner and I are co-leading, has a wealth of research to help transform IT led organizations in business technology leads to achieve high levels of continuous business innovation and to win, serve and retain customers.

In talking to hundreds of vendors, system integrators and end user clients that develop, test and deliver software and application every day we've come to realize that:

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Is Your Marketing Effort Truly Driven By Your Customers?

Corinne Munchbach

The inimitable Ice Cube once sang that you should "check yourself before you wreck yourself." To be honest, I don't know what else was in that song, but that one line is a good one for today's CMOs to heed if you're looking for success in the age of the customer — an era where your only source of competitive advantage comes from relationships with customers. Over the past few months, I've been writing and talking at length about the importance of moving to a customer-obsessed marketing organization: a well-oiled machine that is organized for and around customers' needs. We use the customer life cycle to illustrate how marketers should approach marketing to differentiate the brand or company in a highly complex landscape of products, media, data, and conversation. There's no one-size-fits-all approach for it either. But there are five key areas on which CMOs should focus to facilitate the transition to a customer life-cycle-driven marketing effort:

  1. Strategy.
  2. Organization.
  3. Data and analytics.
  4. Measurement.
  5. Customer relationship management tools.
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