I did a talk at the 'Festival of Marketing' last week. People were kind enough to say nice things about it, but, based on all the tweeting and reporting afterwards I worry that I might have buried the lede a bit.
So I thought I should be direct about something. It's not new news, obviously, but maybe I should try and find a way to make this clearer:
Digital transformation of your organisation is inevitable. Your organisation will either become digital or be replaced.
That means that marketing/comms will have less or none of the budget, influence and power.
And that services/product will have more or all of the budget, influence and power.
If that’s not true then the digital transformation hasn’t happened yet.
GOTO10
(Of course, we can argue about what 'digital' means, I think the above is part of the definition)