Mark Smith's Analyst Perspectives

The Business Continuity Imperative: Analytics and Data for Engaging Digital Experiences in 2020 and Beyond

Posted by Mark Smith on Jul 5, 2020 6:00:00 AM

Analytics and data provide visibility into an organization’s past, present and potential performance. However, not all organizations are using analytics that provide timely insights — insights that not just reflect what happen but direct a successful course for the future. Demand for personalized and relevant insight only intensifies in a black-swan event. To maintain business continuity in times of pressure, it is critical that organizations not waste any time or resources when using analytics and data to optimize operations and decision-making. Just having an analytics and data-first mentality and operating in the cloud is insufficient for success, as those are just part of an effective data and analytics effort. Organizations also should include data science and machine learning that can provide an excellent digital experience; unfortunately, this is no simple task.

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Topics: Analytics, Business Intelligence, Collaboration, Internet of Things

The Business Continuity Imperative: The Digital Experience in Marketing for 2020 and Beyond

Posted by Mark Smith on Jun 28, 2020 6:00:00 AM

Marketing is inextricably linked to business success, and digital technology is essential to an organization’s overall marketing potential because it generates interest and brand awareness. In a black-swan event, the marketing department often is overwhelmed by short-term demands, so in these situations it’s of the essence that digital transformation gets the attention it deserves. In challenging times, a “putting-out-fires” mentality tends to take hold — this is not unreasonable but in focusing on satisfying the interest of the moment, business leaders too often forget that a consistent digital experience is essential to engaging consumers, the public and customers in a way that contributes to long-term success. Fulfilling this objective requires technology designed to deliver for marketing to meet this essential imperative. An organization’s agility and ability to invest adequate time and resources into marketing technology that enables a superior digital experience is essential for its sustainability and operational effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

Modernizing PIM for Product Experience Management

Posted by Mark Smith on Jun 25, 2020 3:00:00 AM

Today’s businesses must manage a continually expanding array of data, content and digital assets as well as satisfy the demands of consumers for comprehensive product information. Addressing these challenges requires unified processes and automated systems and, most importantly, the ability to augment and enrich product information. Our earlier PIM research found that more than half (52%) of organizations have incompatible tools and almost half (48%) must cope with disparate forms of data. These are situations that lead to wasted time and inefficiency in checking for errors and reconciling data across systems.

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Topics: Sales, Marketing, PIM, Digital Technology, Operations & Supply Chain, Intelligent CX, product experience management, PXM

The Business Continuity Imperative: The Agent and Customer with Contact Centers in 2020 and Beyond

Posted by Mark Smith on Jun 21, 2020 6:00:00 AM

Contact centers play a substantial role in an organization’s success. The customer journey is engaged here, at each moment of interaction. Agents, whether human or machine-driven, are intrinsic to the customer experience and the value of the contact center. Customers are essential to an organizations’ overall business potential because they generate revenue. In a black-swan event, demand for customer service may spike or dip, so in these situations it’s of the essence that agents get the attention they deserve. In challenging times, a “customer-first” mentality tends to take hold — this is natural, but in focusing on satisfying customers, business leaders too often forget that the agent experience is essential to effective customer engagement. Fulfilling this objective requires contact center technology designed for this purpose. An organization’s agility and ability to invest adequate time and resources into agents is essential for its sustainability and contact center effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Contact Center, Data, Digital Technology, Operations & Supply Chain, Conversational Computing, agent management

The Business Continuity Imperative: The Subscriber Experience and Subscription Management in 2020 and Beyond

Posted by Mark Smith on Jun 14, 2020 6:00:00 AM

Subscriptions are the future of business. Subscribers are essential to an organization’s overall business potential because they generate recurring revenue. In a black-swan event, demand for a subscription may spike or dip, so in these situations it’s of the essence that subscriptions get the attention they deserve. In challenging times, a “subscriber-first” mentality tends to take hold — this is not unreasonable but in focusing on satisfying subscribers, business leaders too often forget that the subscription experience is essential to retaining them. Fulfilling this objective requires technology designed for subscriptions. An organization’s agility and ability to invest adequate time and resources into subscriptions is essential for its sustainability and operational effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

The Business Continuity Imperative: The Partner Experience and Channel Performance Agenda

Posted by Mark Smith on Jun 7, 2020 8:10:03 AM

Partners play a key role in the revenue and growth of every organization. Whether channel selling is in assistance to internal sales or independent, what happens in partnering has ramifications that are simply too important to underestimate. The imperative to maintain business continuity with channel partners becomes painfully clear in a global pandemic, and that imperative demands that organizations cultivate partner excellence and channel performance. This effort should start with partner leadership and operations, with the objective of building channel relationships that can survive the test of time. Effective sales channel partnerships are built on mutual trust and a shared belief in the market opportunity, and recruiting and managing partners must be supported by effective processes and technology. The health of these relationships and the resulting revenue from the channel hinges on an effective partner experience, and this requires technology investments that enable leaders to not just manage channel performance, but help inspire it every single day.

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Topics: Big Data, Customer Experience, Learning, Office of Finance, Voice of the Customer, Business Continuity, Analytics, Digital Technology, Work and Resource Management, Operations & Supply Chain, Sales Enablement and Execution, Conversational Computing, AI and Machine Learning, work experience management, partner management

The Business Continuity Imperative: The Product Experience for Buyer and Customer Delight in 2020 and Beyond

Posted by Mark Smith on May 31, 2020 3:00:00 AM

Products and services are the foundation of every organization, regardless of its industry or size. Products are essential to an organization’s overall business health because they generate revenue and engage buyers and customers. In a black-swan event, demand for a product may spike or dip, so in these situations it’s of the essence that products get the attention they deserve as they are marketed, sold, serviced and enhanced with innovations. In challenging times, a “customer-first” mentality tends to take hold — this is not unreasonable but in a rush to satisfy customers, business leaders too often forget that the product experience is essential to fulfilling on the customer experience and satisfying customers and buyers. An organization’s agility and ability to invest adequate time and resources into products is essential for its sustainability and operational effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

The Business Continuity Imperative: The Work Experience and Workforce Engagement Agenda

Posted by Mark Smith on May 24, 2020 3:00:00 AM

The workforce is the center of any organization, no matter if the workforce consists of employees, contractors or what we call gig workers. It stands to reason that a black-swan event has an immediate impact on a workforce and thus an organization’s overall business health. In challenging times, a “family-first” mentality tends to take hold — a reality that, far too often, business leaders and HR organizations underestimate. But organizational readiness is essential for sustainability and operational effectiveness.

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Topics: Big Data, Customer Experience, Learning, Voice of the Customer, Business Continuity, Analytics, Digital Technology, Operations & Supply Chain, Sales Enablement and Execution, Conversational Computing, AI and Machine Learning

The Business Continuity Imperative: The Selling Experience and Sales Performance Agenda

Posted by Mark Smith on May 17, 2020 3:00:00 AM

Sales plays a lead role in the revenue and growth of every organization. Whether the selling is direct or indirect, what happens in the sales department has ramifications that are perilous to underestimate. The imperative to maintain business continuity becomes painfully clear in a global pandemic, and that imperative demands that organizations cultivate sales excellence. This effort should start with leadership and engage sales operations, management and professionals with the objective of building customer relationships that can survive the test of time. The health of a sales organization hinges on an effective selling experience, and this requires technology investments that enable leaders to not just manage sales performance but help inspire it every single day.

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Topics: Sales, Sales Performance, Sales Effectiveness, Business Continuity, CFO, Sales Performance Management, sales enablement

The Business Continuity Imperative: The Supplier Relationship and Experience

Posted by Mark Smith on May 10, 2020 6:30:00 AM

Suppliers play a critical role in supporting the operations and processes of every organization. Whether direct or indirect, an organization’s relationship with its suppliers has ramifications that are perilous to underestimate. The imperative to maintain business continuity becomes painfully clear in a global pandemic, and that imperative demands that organizations cultivate excellent supplier relationships.  

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Topics: Sales, Customer Experience, Human Capital Management, Marketing, Office of Finance, Voice of the Customer, Analytics, Internet of Things, Data, Digital Technology, Operations & Supply Chain, Conversational Computing