People are the heart of every digital transformation. But too often, organizations make technology the priority — obscuring the real purpose and potential value of their investments.

To make the most of technology, organizations should channel the young knight Perceval.

Perceval achieves his final quest in one of the most enduring versions of the Arthurian legend by asking a simple question: “Whom does it serve?”

That’s the key question organizations should ask before they invest in any technology.

As Forrester maintains, digital transformation requires broad and systemic enterprise-wide change. More specifically:

“True digital transformation requires a sharp break with past practices, legacy systems and even long-standing partners.” It is “driven by the aggressive adoption of digital technologies but supported by equally important changes in culture, leadership, skills, and processes.”

Taming Technology

How does technology improve the lives of your employees, your customers, your partners, your suppliers, and other stakeholders?

To answer that effectively, start with strategy. A strategic approach enables companies to more effectively leverage their technology investments and create more compelling and frictionless brand experiences.

At ARKE, we call this Marketing Technology Alignment or MTA. It’s a framework for measuring experiences, people, process, technology, and data maturity. The goal is to help businesses navigate to better brand experiences.

Make People the Focus of Digital Transformation

By using their understanding of people, processes, technology, and data to win and retain relationships, organizations can help their companies grow. Here’s a suggested four-point plan.

Architect experiences.

Four considerations

  1. Engage all of your employees, your first customers. Reach across the organization. Bring in Marketing, Sales, Support, IT, and representatives of your other constituencies. Don’t try to transform in a vacuum. Many of your employees are already thinking the way you are.
  2. Leverage a tool like ARKE’s Journey Mapping Framework to design at least one persona journey. Think small, and articulate the shortcomings of your journey.
  3. Build a technology map to accurately assess tools you own and how you use them. Look for value in the systems you have already purchased through enhanced integration opportunities.
  4. Make use of minimum viable data such as demographic and location data, frequency of purchase and average purchase size. This helps you know your customer.
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This plan leads to thoughtful technology integrations that produce clear data insights and address customer issues proactively.

By knowing the data, initiating process improvement, and integrating systems, companies will create actionable alignment across people, process, technology, and data.

Need help mapping technology to your buyer’s journey? Contact Chris.Spears@arke.com for more information, including a copy of ARKE’s Journey Mapping Workbook.

As Chief Marketing Technologist at Arke, Chris Spears helps senior leaders align marketing technologies to broader digital transformation and customer experience initiatives. Versed in both technology and strategy, he is uniquely positioned to help clients and prospects understand the possibilities of marketing technology. He is a Sitecore Digital Strategy MVP with experience in web content management, customer relationship management systems, and analytics. A graduate of Georgia Tech with a B.S. in Computer Science, Chris is active in the Metro Atlanta Chamber Board of Directors, the Technology Association of Georgia, the American Marketing Association, the Atlanta CEO Council, and the Institute for Enterprise and Innovation.