It’s a well known fact that Company Directors skills are visionary and conceptual, with a notorious blind spot when it comes to too much detail, especially technology.
An article in conversation with Maltix Consultancy Partners who specialise in digital transformation.
And thats reinforced more and more by a junior asking for clearance on tech projects which the Director has absolutely no idea what it’s for.
It’s as if other departments do their thinking for them.
“I have people who do that, go talk to Nigel he does that”
With an open mind, Directors are fully equipped to force downward change, but feel that they lack the ability or the knowledge to talk “savvy tech”
Worse still they assume that technology marketing is automated in all their processes.
It can be, and there is a whole new emerging technology connected to payment systems, especially subscription based business models.
They readily sign off the expenditure for SEO and Google this that and the other but neglect the knowledge and experience from their past.
Companies with savvy boards easily outperform their competition.
Marketing is not the Horse, marketing is the cart.
Marketing people have nice comfortable salaries to protect, they see their job as complex and safe, and that might be true.
But if the Marketing people do not fully understand that the sales cycle is connected to the marketing model, then it’s a Company Directors job to rap the knuckles and ask some serious questions.
It’s too easy isn’t it?
Pay out a bunch of cash and people miraculously come to your website from Google.
But the metrics and KPI’s are a bewildering moving target and the Company Director can find it nearly impossible to evaluate what the marketing budget is actually achieving.
A Company Directors cart before the horse
It’s time to focus on the horse.
Prioritising the focus back onto the horse has a profound affect with the smartphone generation.
The Millennial’s and increasingly the Gen Z Smartphone generation have up-ended the sales cycle.
WHY WHY WHY 3 words that end in Y
They require immediacy and APP simplicity and the reward is advocacy
By the time they source you product or service, they are only looking for 3 things.
APP based A to Z business
Fulfilment of their order
The opportunity to be a social media advocate
Now you have a simple KPI inside your business.
An article in conversation with Maltix Consultancy Partners who specialise in digital transformation.
