Organisations often invest heavily in top of the funnel programmes to drive pipeline, however there are common points of failure which lead to underperformance.
Organisations which fail to plan for recovery and the redefinition of customer value risk being left behind in the race to rebuild market share and restore volumes.
As organisations make brutal and necessary cuts to ‘right size’ during this pandemic, brand spend cuts should be treated with particular caution, with unintended consequences but also foregone opportunities needing to be key considerations.
The importance of providing improved transparency for this ‘opaque’ asset class is now being underlined by this pandemic, with technology shaping as a key enabler.
Organisations which fail to invest in developing and maintaining their partnership ecosystems through turbulent times risk cutting off innovation, diminishing customer value and severing commercial flows, with long term consequences.
Data strategy is a perhaps underappreciated aspect of digital transformation, yet is a critical part of the foundations for successful delivery.