Build IT Capabilities to Enable Digital Marketing Success

Are you ready to support marketing in a digital world with new technologies and IT skillsets?


Please note that the content on this page is retired. This content is not maintained and may contain information or links that are out of date.

IT’s inability to support marketing results in:

  • Underperformance as marketing fails to promote a positive brand image and generate leads on digital channels.
  • Shadow IT emergence as marketing tries to enable themselves, but IT is left to deal with integration of incompatible systems.

IT’s complete ability to support marketing results in:

  • An optimized digital marketing strategy that yields high returns.
  • A strong and healthy relationship between IT and marketing.
  • An organizational view of IT as a highly competent strategic partner.

Book Your Workshop

Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

Module 1: Identify Digital Marketing Opportunities

The Purpose

  • Determine the fit of each digital channel with your organizational goals.
  • Determine the fit of digital channels with your organizational structure and business model.
  • Compare the fit of digital channels with your organization’s current levels of use to:
    • Identify missed opportunities your organization should capitalize on.
    • Identify digital channels that your organization is wasting resources on.

Key Benefits Achieved

  • IT department achieves consensus around which opportunities need to be pursued.
  • Understanding that continuing to pursue excellent-fit digital channels that your organization is currently active on is a priority.
  • Identification of the channels that stopping activity on could free up resources for.

Activities: Outputs:
1.1 Define and prioritize organizational goals.
  • Prioritized list of organizational goals.
1.2 Assess digital channel fit with goals and organizational characteristics.
  • Assigned level of fit to digital channels.
1.3 Identify missed opportunities and wasted resources in your digital channel mix.
  • List of digital channels that represent missed opportunities or wasted resources.
1.4 Brainstorm creative ways to pursue untapped digital channels.
  • List of brainstormed ideas for pursuing digital channels.

Module 2: Identify Your Product-Specific Digital Marketing Landscape

The Purpose

  • Identify the digital channels that will be used for specific products and segments.
  • Identify the IT capabilities that must be built to enable digital channels.
  • Prioritize the list of IT capabilities.

Key Benefits Achieved

  • IT and marketing achieve consensus around which digital channels will be pursued for specific product-segment pairings.
  • Identification of the capabilities that IT must build.

Activities: Outputs:
2.1 Assess digital channel fit with specific products.
  • Documented channel fit with products.
2.2 Identify the digital usage patterns of target segments.
  • Documented channel usage by target segments.
2.3 Decide precisely which digital channels you will use to sell specific products to specific segments.
  • Listed digital channels that will be used for each product-segment pairing.
2.4 Identify and prioritize the IT capabilities that need to be built to succeed on each digital channel.
  • Listed and prioritized capabilities that must be built to enable success on necessary digital channels.

Module 3: Enable Digital Marketing Capabilities and Leverage Analytics

The Purpose

  • Identification of the best possible way to build IT capabilities for all channels.
  • Creation of a plan for leveraging transformational analytics to supercharge your digital marketing strategy.

Key Benefits Achieved

  • IT understanding of the costs and benefits of capability building options (people, process, and technology).
  • Information about how specific technology vendors could fit with your organization.
  • IT identification of opportunities to leverage transformational analytics in your organization.

Activities: Outputs:
3.1 Identify the gaps in your IT capabilities.
  • A list of IT capability gaps.
3.2 Evaluate options for building capabilities.
  • An action plan for capability building.
3.3 Identify opportunities for transformational analytics.
  • A plan for leveraging transformational analytics.
Visit our Exponential IT Research Center
Over 100 analysts waiting to take your call right now: 1-519-432-3550 x2019