Going digital is all about improving efficiency and making things easier. So, what happens when there’s a disconnect when implementing a digital experience platform (DXP)? Many businesses are finding out the hard way, it would seem.
According Digital Clarity Group (DCG) in Digital Experience Platforms: Buyer Trends, Preferences, and Strategies , C level executives and IT are making most of the decisions surrounding which digital experience (DX) technologies they invest in while marketing is in charge of the implementation and execution of these technologies.
In fact, according to the DCG report, only 10% of the report’s survey respondents cited marketing as being their primary group responsible for DX technology.
Here’s how that is creating both tension and opportunity, and what you can do about it:
The Business Model or the DXP?
Like the chicken or the egg, it can be confusing as to whether your DXP should drive the business model, or the other way around. But DCG’s research is clear: nail the business model, then find the right DX products and services to support it.
At a time when disruption has become the norm for industries like retail, manufacturing and life sciences, it’s critical to know exactly what you’re looking for before beginning the DX purchasing process begins.
The Holy Trinity – C-Suite, IT and Marketing
Even though IT has ownership in the long run, the DCG report found that new business models are the biggest driver for DXP investment. That means the business model itself is driving digital experience investments, and the people running the company – the C suite - really should have a say in it.
But, as the stakeholders who will actually have their hands in the product day in and day out, marketing should also be involved in the decision making process. It is also critical, as they are responsible for ideating and promoting new business models. The key is to give everyone a seat at the table.
“Marketing Owns the Customer”
This is the conventional wisdom that is paid lip service time and time again, yet DCG’s research shows that it’s just that: lip service. Digital experience tools are vital to customer experience (CX) and yet 40% of respondents say that the C suite drives DX strategy, and not marketing.
The good news is that those respondents also said the C suite brings on board other business units while driving strategy, but at what point is it simply too much for executives to handle? It’s wise to have a hand off to marketing at some point. This can take some of the burden off the C suite and allow marketing team members to use their expertise to optimize DX tools and drive successful customer experience.
So, to get the most out of your DX software, the entire team needs to be in sync, from the C suite to IT to marketing and beyond. Clearly defined business models, roles and responsibilities will go a long way towards ensuring your investing in the right DX solution out of the gate.
Ensure you’re getting the most out of your DX strategy - download the full Digital Clarity Group DXP report for a range of case studies on how top performers have optimized their digital experience strategy.