Digital transformation in marketing and CRM: People at the heart of the change
Digital transformation in marketing and CRM is often viewed as a purely technological challenge. However, as Marina Sverdel, Domain Owner for Marketing Tech and CRM Transformation at RETAIL NXT 2024, impressively demonstrated, while technology is a key factor, it is by no means the only one. Her practical presentation made it clear that the key to success lies in a holistic view of processes, data, and above all, people.
Transformation as a balancing act
Marina Sverdel began with a vivid analogy: Leading a digital transformation is like juggling balls while simultaneously preparing a pizza for a large family and the phone ringing. This metaphor aptly summarizes how multifaceted and challenging such projects are – from integrating new technologies to changing ways of working and culture.
Sverdel emphasized that the biggest challenge lies not in the choice of technology, but in the question of how organizations and teams deal with change.
Technology as a tool – not as a solution
Digital transformation often begins with the desire to replace outdated technologies. However, Sverdel described how this is often just the tip of the iceberg:
- Standardization of processes: In their case, a key stumbling block was that marketing and CRM processes were defined differently in 22 countries. Without uniform standards, scalability was impossible.
- Focus on data: A key role was played by the integration of transactional, interaction, and master data to create a complete customer profile. This data was used not only to improve customer experiences but also to predict customer churn with 78% accuracy.
- Efficiency through iteration: Instead of implementing every feature from the start, the team opted for an iterative approach – a Minimum Viable Product (MVP) that is gradually expanded.
Radical collaboration: People at the center
One of Sverdel's key findings was that successful transformations are based on radical collaboration. This involves bringing together stakeholders from diverse departments and countries to develop a shared vision.
Co-creation instead of top-down
- Sverdel relied on a co-creation approach to involve countries, teams and stakeholders early on.
- One of the most successful methods was the creation of a future press release describing the organization's state after the project's completion. This served as a basis for discussion, helping to align all stakeholders on a shared vision.
Cultural change through communication
- Openness and empathy were crucial in resolving tensions between local and global demands.
- Instead of relying on strict requirements, Sverdel offered alternatives that respected local needs without jeopardizing overall scalability.
Measuring success: Use cases and data quality
A key component of the transformation was the definition of clear use cases that addressed specific business objectives. Examples such as onboarding, churn prevention, and cross-selling were developed not only conceptually but also using data.
A KPI framework helped to systematically evaluate the results and derive data requirements for implementation.
Transformation in five steps
Sverdel broke the journey down into five pragmatic steps:
- Define vision: Having a clear goal in mind makes the transformation tangible.
- Prioritize use cases: Start small to make successes visible early on.
- Select technology: Derive requirements from the business processes.
- Design the implementation iteratively: MVP and gradual rollout in different countries.
- Continuous learning: Transformation doesn't end with the introduction of a new technology. Teams, processes, and structures must be adapted in the long term.
Conclusion: Technology as an enabler, people as the key
Marina Sverdel impressively demonstrated that digital transformation in marketing and CRM is a symbiosis of technology, processes, and human change. Her credo: “Sing big, start small, celebrate often.”
The true magic lies not in the technology itself, but in the ability to take teams and organizations on a shared journey – with empathy, vision and a willingness to learn from challenges.
Your key to success: Courage, radical collaboration, and a clear focus on customer value.