Adobe CMO outlines 3 steps vital in digital marketing transformation

Technology may be the enabler for digital marketing, but it's the process changes, data and collaborations internally that need the most focus

Marketing’s emerging role as business change agent has been the headline subject of this year’s Adobe Summit. But while there are examples of marketing teams transforming how their organisations go to market, it’s equally clear that digitally-driven marketing is still in its early stages for many in the fraternity.

In a press briefing session discussing just how significant the transformation needs to be, Adobe CMO, Ann Lewnes, pointed out it’s the process changes required, rather than the technology, that are proving the biggest hurdle.

“The number one thing people want to understand is what implications are there beyond technology implementation, but that is just step one,” she said. “We talk to a lot of customers about the process changes required once you do put in place a digital marketing platform. You need completely different processes, as well as people who know how to use the technology and get the most value of it, can stress test it, and so on.

“People is one of the biggest obstacles we have. We need more practitioners, and more people who understand not just the technology but what to do with it, as well as the impact of that technology.”

Another core ingredient in getting digital marketing transformation underway is providing quantitative evidence of marketing’s impact on the bottom line, Lewnes said.

“That was the click for our company to make a big investment. Once you can do that – you can take baby steps. You can start with analytics, then put a CMS in place – there is a logical progression to this. We’d like people to buy everything in our platform, but we understand that in some cases, you need to get into this slowly. People, process and technology together is the formula.”

Of course, none of this will work without the must-have foundation of data, Lewnes said. For that, alignment with other business units such as IT is essential.

“The data synthesis and integration is not trivial,” she commented. “The alignment required by marketing, which used to be a siloed function, with IT, finance, general managers of business, and the sales organisation is huge.

“I would never have believed that getting that alignment was possible a few years ago. But there’s no way you can do this [digital transformation] without that alignment of data happening. Getting the data integrated is a huge undertaking but you can’t do this unless that happens.

“These things are so incredibly valuable that while it may take a lot of effort, it’s necessary. We are on the other side of this now and it’s mindboggling what the results have been.”

More from Adobe Summit 2015

Nadia Cameron travelled to Adobe Summit 2015 as a guest of Adobe.

CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in