Business and technology are on a collision course that changes nearly every aspect of the organization. The term being thrown around to describe this is “digital business,” where mobile, analytics, social, and cloud are being married up to legacy systems like CRM, supply chain, inventory, and others so that data—sometimes called big data—has uninterrupted pathways to people, and vice versa.
Right Person, Right Time, Right Context
This is what defines the new way work is being done—the ability for information to be available to the right person, at the right time, and in the right context. For a marketer, this is having fingertip access to all of the data that defines the customer, the organization’s ability to deliver products and services, and what’s happening at the interfaces in the current moment.
That’s not a description of the latest cloud app or a report being generated by traditional business intelligence tools. It is much, much more and involves bringing data together from across legacy systems and the latest technologies for social, mobile, and visual analytics.
Why a Digital Business?
A digital business has the ability to move and use the data that drives their business in new ways, whenever necessary. A digital business can disrupt itself time and time again because they can change product and customer attributes as necessary and create new combinations that form business ecosystems. A new channel, product, or customer pattern is no problem for a business that defines itself and its operations digitally.
Fundamentally, a digital business is flexible to change as the world changes; this is the secret to being the disruptor and not the disrupted. It is the only way businesses will survive into the future. What does it take? Leadership commitment and an ability to integrate legacy systems with the best and latest technologies.