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Posted by Tim DeGennaro on May 23, 2013
In an effort get ahead of the curve, I’ve been looking at the strategic advice that Forrester’s Marketing and Strategy (M&S) analysts are giving to their clients in marketing roles. This is in the hopes that we can help EA practices better communicate, plan, and align to what their marketing leaders are thinking – but aren’t necessarily communicating.
What I’m finding is that your marketing team is strategizing for an odd future: An era of precognition, driven by an undeniable and powerful consumer trend: The emerging base of consumers value relevancy over privacy. They’re willing to trade privacy for new services – and their inventory of sellable secrets grows while their avenues for selling them become wider. If you’ve guessed this has something to do with mobility, you’re right. What I’m finding our M&S analysts recommending is not only interesting (and in some ways terrifying), but could have an overwhelmingly positive impact on an EA practice’s value to the organization, bringing it closer to tangible revenue contribution. But only EA practices ready to accept this new mission will see this benefit.
Translating the guidance from Forrester’s M&S analysts, there are five things that EA leaders must think about if they are to enable this future:
This is an emerging area of research for us that we need to pace with our clients to make sure we aren’t running too far ahead or just a beat behind what is actionable and relevant. And it has huge implications for how architects design processes and technologies, leverage emerging tech, and develop information and technology strategies. So I ask you: As architecture leaders, how are you helping your marketing leaders address these trends? Does today’s approach go far enough? What information are your marketing leaders not telling you that you need to know? Who are the digital disruptors they’re worried about? How should we get involved with mobile architecture and technology providers today to avoid catastrophe tomorrow?
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