July 2019CIOAPPLICATIONS.COM8IN MY ViewM10Non-Technical Requirements for PersonalizationVICKIE SHERMAN, SENIOR VICE PRESIDENT, DIRECTOR OF INTEGRATED MARKETING, RABOBANK, N.Aodern-day marketers know their function is simply no longer possible without technology. We need data. Automation. We're moving into AI. Insights turned into personalized storytelling drive sales. The martech stack needed to reach customers and prospects according to their expectations that grows more sophisticated by the minute. IT should be our best friends, followed closely by Sales and Product. What if your best practices are sound but all too much is still manual? What if you're in an industry with a reputation of slowly adopting marketing technology? What if the obstacles that keep you from modern marketing in your organization have little to do with the desire to innovate? There is a way forward. Surprisingly, it isn't about technology. It's about people and culture. The roadmap discussed below was largely inspired by John Kotter's Leading Change | Why Transformational Efforts Fail. The CliffsNotesTM version is, it takes guts.Walk with me for a bit CEOs and CIOs. Let's unravel the 10 non-technical requirements needed to launch marketing personalization in your organization. Your CMO will thank you1. A clear vision Let's say the vision of what I want to build is epitomized in the 2017 commercial by Good by, Silverstein & Partners for Adobe Experience Cloud. Minus the robbers of course. 2. Urgency I'm in Sacramento, CA, about 2 hours from Silicon Valley. I know there's a start-up not far from home that will make my company extinct. If we don't innovate, we will die. It's not a matter of if. It's a matter of when. For my transformative initiative to proceed, embracing that isn't a nice-to-do. It's a need-to-do.
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