Ready for an Impact?

Being relevant and transparent is essential for a trustworthy relationship, but it is not enough. To keep the synergy going, an organisation has to bond on a deeper level. Not offers, soda and cotton candy, but a purpose.

Purpose-driven culture

For many people there is nothing more satisfying than working with purpose. Research from PwC points out that purpose-driven companies do better. We live in an era where people have become more self-aware than ever, in the choices they make and the products they buy.

The question is what you as an organisation will do about it. Cultural, social and environmental responsibility is a place to start. Deloitte states that purpose is a core differentiator.

Technology and culture

What does any of this have to do with marketing automation and CRM?

There is a belief among organisations that investing in more IT solutions will automatically create success. Having spent many years in this field, I have yet to see that happen through technology alone.

The honest truth is that technology, of whatever kind, is an enhancer, a magnifying glass of what is already there. If the organisation has a nurturing and healthy culture, the technology will most likely enhance that. In all other cases, it just leads to more chaos.

Cultural values

Adding another platform to the ecosystem also means adding processes, protocols and methods, which means onboarding more people. Those teams have to work together, and the critical success criterion is how well they align to the organisation’s higher purpose.

Archive: this article dates from an earlier phase of our work, when marketing automation was our main focus. We have kept it online because the thinking still holds, but it is not where our practice sits today.