“Set it and forget it.” So said inventor and marketer extraordinaire Ron Popeil. This may be great advice for a Ronco rotisserie, but it’s lousy advice for aligning your b-to-b technology infrastructure. Not only is alignment a moving target, but the target itself changes over time. SiriusDecisions research shows that highly aligned b-to-b organizations achieve 19 percent faster revenue growth and 15 percent higher profitability, but most b-to-b sales and marketing organizations drive technology purchase decisions with little or no standard procurement processes.
So what is an aligned infrastructure, anyway? It’s a collection of technologies that are selected and architected to effectively execute core sales, marketing and product processes, measure the results and achieve those functions’ collective goals. Definitely easier said than done.
Achieving alignment requires a systematic approach not only to technology selection but implementation and change management. At the SiriusDecisions Technology Exchange, November 19 and 20, 2015, at the Grand Hyatt San Francisco, I’ll discuss technology alignment and how to bring it to fruition.
The bottom line: You can’t hack your way to alignment. It takes planning, hard work and maintenance to get there, but the benefits make it worthwhile.
For those of you struggling with the concept of technology roadmapping or whose heads are spinning from the sheer variety and volume of sales, marketing and product technologies out there, join us at the SiriusDecisions Technology Exchange to learn more. You will leave with a better understanding of how to manage and implement technology in a modern b-to-b organization and the confidence to be successful at it.
Want to see previews from the upcoming Technology Exchange? Click here and be sure to register before the event sells out.
Editor's Note: Registration for the 2015 Technology Exchange has passed. To learn more or register for our annual Technology Exchange, click here.
Jacques is a Research Director in the Technology and Services practice at SiriusDecisions. He brings 12 years of IT research industry expertise and insight to SiriusDecisions' technology practice. He has proven success in account management, research and analysis, content development and delivery and communications and collaboration. Follow Jacques on Twitter @JacquesBegin22.