Assess your next CRM investment in the context of digital transformation

In school we were taught "change is the only constant," and this lesson holds true in the case of digital transformation within organizations. We all know and fear change to some degree. We know there will be both known and unknown degrees of risk and of planned and unplanned changes.

As was discussed by my colleague here, social CRM technology has the potential to revolutionize your organization - if you target your customers correctly. That means loads of innovative and evolving ideas must be brought up with involvement from many sides. New findings on the state of digital transformation efforts from Altimeter Group support the idea that digital transformation has the potential to reshape organizations, but that "[i]ts true implications ... span far beyond technology and into the realms of infrastructure, organization, and leadership."

Modern CRM systems for sales and marketing that track and manage deals leads have been transforming conventional ways of doing business in this dynamic marketplace. Whether we acknowledge it directly, any manager with a stake in customer success understands that businesses must work within changing economic and business paradigms if they wish to secure success in coming years.

Whether your organization adopts a radical transformation or simply makes small adjustments over time, this so-called paradigm shift is the digital transformation that we believe is fundamental. And the research indicates that it is characterized by the increased focus on customer centricity and differentiating our business with the help of technology.