LANDMARK 1: ALIGN: RESEARCH & ANALYSIS
Alignment with a cross-functional delivery team is the first step. To gain alignment, you’ll need to conduct research and analysis with IT and your broader team to determine existing constraints, where the data lives, and what each function needs to achieve success. This is the basis to chart your course. For HealthPartners, as an example, a shift to a more cohesive digital strategy created clarity on priorities. People no longer had to guess what they should be doing in the digital domain, and it produced immediate outcomes. “ We shifted strategies... and ended up accomplishing more in three months than in the previous three years. For example, in a matter of weeks, we were able to stand up video visits across our 3,800 clinician multi-specialty group to provide another option to an in-person experience."
START YOUR JOURNEY HERE Team up with your CIO counterparts to get in front of data migration initiatives. •
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Identify what problems IT is solving and the challenges marketing needs to solve. Identify the critical goals of the application. What does marketing need? What does the user need? Identify who should take part in the on-going conversation from strategy to delivery. Find alignment with IT in building a strategy and processes that balance innovation and stability.
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ASK QUESTIONS LIKE: What updates are taking place as part of our company’s cloud migration? •
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Is the move a literal transfer of the tooling to a server in the cloud versus on-premises? What are the limitations of the data, web services, and CMS platform? Will the migration address technical debt or data issues on the backend that make marketing requests for IT easier?
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What modernization can marketing expect?
– Mark Hansberry Senior Vice President and Chief Marketing O icer at HealthPartners
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What version updates are happening?
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What tools are available in the technology stack?
Into the Wild: The Modern CMO’s Guide to Mapping Digital Strategy to Outcomes
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