Digital marketing success is three parts people, two parts process and one-part technology, but failure in any one of those areas greatly compromises your ability to succeed in your digital marketing programs.
Ninety percent of all digital marketing performance issues come from the areas of people and process.
People are the critical part. Do you have the right leadership? Do you have the right resources and enough of them? But it’s not just your people, it’s the agencies and the vendors and service providers. Those are the resources you’re bringing to bear as a digital team to attack and tap the potential and own the opportunity.
Process is also business critical. Start on high with strategy – do you have one? How does it look, how does it work, who’s leading and driving that and is that being properly deployed and implemented?
Shortcomings in process can be equally fatal to your digital marketing program success. Examples include quality, compromised quality, or symptoms such as atrophied content and programs that no longer hang together. Out of all of this, compromises in process really challenge your ability to drive your digital marketing program results.
Technology is a critical component of digital marketing program success but it’s the least native one of the three. It’s the one that is often under invested and neglected but is the great enabler. This is digital marketing. Digital is all zeros and ones. It’s check box but it’s critical so that that technical foundation can be an enabler for your people and process to drive your digital marketing programs.
Under performance in technology presents similar challenges. That technical foundation must be there for the people and process elements you’re building on top of that to succeed. The vast majority of CMOs are not digital natives; yet the emotive CMOs, the business leaders who thrive on people and process and build success there, it’s all for naught if they don’t have a sound, apt, capable digital foundation.
Focus on your digital recipe, the people, the process, and the systems, to own your digital space.