Posted December 7, 2017 by Mike Cogburn
Every executive at every firm needs to understand digital, especially how and where it adds value for its customers. For the first time, it seems most do and are investing in digital capabilities – putting digital teams on the right trajectory for their firms’ long-term success.
The majority of digital leaders attending DST’s Future of Digital roundtable have come from industries outside of asset management – this is not something that was true five (or more) years ago. These new leaders have been great change catalysts for how digital teams work to add value to the business, highlighting the value, and propelling their stature.
During a candid and engaging conversation, I felt a sense of optimism from the group. Aside from some frustration at the speed of change, which we often all share, digital teams are progressing and growing from serving as mere website content managers and posters to more effective and strategic partners. Here are a few examples of change that stuck out.
We heard and shared many predictions for the next few years for the industry, and it struck me that many attendee predictions were centered on hope. Hope for having data better connected to inform customer experience and to assist in closing sales. Hope for making better use of opportunities that digital uncovers. Hope for industry leaders to understand specific problems customers have that their firms can help with, and the acumen to help their teams apply their data. And hope for the reputation of digital to continue its trajectory toward that of a revenue contributor rather than sales support or cost center.
categories: c-suite, digital marketing, marketing strategy, roundtable/events, sales and marketing alignment
The views expressed in this publication are solely those of the author and do not necessarily reflect the position or policy of DST Systems, Inc. or its affiliates, subsidiaries, joint ventures, officers, directors, or management.