The Organisation Remains the Digital Construction Site

The organisation remains to be the biggest hurdle in all efforts towards a data-driven customer interaction. Current discussions on insourcing are misleading, as neither the organisational structure nor individual competencies appear to be sufficient for just strolling around the “via dolorosa to data-driven marketing and sales”. A new collaboration between business and IT appears to be mandatory, sometimes bundling all necessary competences within an own Marketing Operations function. Interesting to notice: while all companies indicate the necessity for change, hardly any company is using higher valued change concepts such as Lego Serious Play. The interplay between microscopic and macroscopic levels is not addressed properly.