TECHNOLOGY NEEDS TO ALIGN TO THE ORGANIZATIONAL NEEDS

All the amazing technology in the world, and budget will not help you if you do not have a framework for the application of the technology in growing your brand. It is easy to subscribe to a new tool, a new channel and feel like you are moving with the times.

The other side of this which is a bit less glamourous, requires a key understanding internally on the KPI’s that you are driving in technology adoption. Is it around understanding better or offering your product or service with speed? An understanding of the need means that you will work hard in meeting the need and then looking for the technology that will help with the need. Technology should always be pursued of the back of your overall organizational strategy.

The continued acceleration of the digital landscape can make it seem like you might be playing catch up on all the technology that is out there. While there is a need for each brand to accelerate on digital efforts and an understanding of customer needs, it is important that our pace is aligned to the overall organizational strategy.