It’s made me wonder what we all need to do to cross to the other side—to be able to be counted as leaders of the next wave.
From where I sit, marketing organizations seem to have taken the lead on this charge. The impact of new tools, new data, and new people not just wanting, but needing data to do their jobs, has begun to creep out to other departments. Where it’s worked, cloud technology has been a key enabler in every case, and that trend only continues to build. By 2020, according to another Gartner study, anything other than a cloud-only strategy for new IT initiatives will require justification at more than 30% of organizations.
But why, after 20 years attempting digital transformation, are most companies still behind in their adoption of new technologies and data-driven cultures? The biggest factor I see shouldn’t surprise you; it’s a problem we’ve been talking about as long as transformation has been on the tip of our tongues: Silos.
Companies have grown accustomed to their data silos. They haven’t seen what a truly modern and fully functional business looks like from the inside. They haven’t learned to demand a better system, and many still don’t believe that a better system is even possible. And because of this, they are still looking at their business—their customers, their sales, and their support performance—through a fractured lens.