With Rajan Kumar and Teresa Sperti
In a genuine Uncaged Wisdom special the Brit and the American have taken a (virtual) trip to Australia to speak to two — yes two — highly esteemed experts in the digital marketing realm. Teresa Sperti is the founder of Arktic Fox, an advisory and learning organization specializing in customer transformation and growth. Rajan Kumar is the Co-Founder & Managing Director of The Lumery, an innovative partner supporting leading brands that drive tangible business outcomes through the understanding and use of marketing technology.
This multi-continental quartet (Julian and Kayla included), collectively unpacks a very hot subject — digital transformation.
Digital transformation is an industry buzzword that’s increasingly heard around the marketing water cooler. When a company talks about digital transformation, they’re typically talking about developing new digital products and services, restructuring business processes to foster agility, embracing innovation through ecosystems, and partnering effectively. It’s an overhaul of business operations to help foster growth. So, what does this look like in practice? That's what we're here to talk about today.
01:10 to 05:21 - Prior to going into the tech discussion the collective starts off by chatting about people. Employees are the ones who are charged with leveraging the tech a brand adopts, so how can management and owners make sure they’re set up to be agile, cross-functional, and ultimately successful?
Raj kicks us off by talking about People / Process / Data / Technology. People come first as the tech is only as good as the people using it. Teresa then makes a key point on how partners have a key role to play. Brands must align goals at a strategic level — what is their digital transformation project trying to achieve and which technology will help to facilitate this?
05:36 to 10:41 - Is there a particular moment when a brand might realize they need to digitally transform their organization? Does it require a catalyst, and what might that be in more volatile times? Teresa discusses a VUCA environment and the importance of being open to embracing change. “Purpose-driven change moves mountains.”
11:15 to 18:20 - There are so many tech options out there so how can brands prioritize the problems they need to solve and then make a decision on the best technology solution for them? Teresa and Raj discuss some of the dos and don'ts, such as starting out with clear goals and objectives from the outset. Don’t start with the shiny object e.g. the technology! Make sure you know what your customers want, in fact truly understand this as it is the heart of everything.
The conversation here is in part formed by this post from Arktic Fox on LinkedIn:
18:28 to 29:36 - From the Martech side, what can these companies do better to better implement their solutions for the brands? Should brands look to specialist partners to help them bridge any knowledge gaps they have, between their goals and the platforms available?
Ultimately the entire ecosystem — from brand to vendor — may need some further reflection.
29:65 to Close - How can brands make sure they set themselves for success in the long term. How do they continue to be agile and continue to innovate and not be hindered by large amounts of technology? Look back to the four pillars of People / Process / Data / Technology.
Bonus Read: Digital Agility — The Key To Australia’s Bounce Back from The Lumery.
Teresa Sperti is the founder of Arktic Fox, an advisory and learning organization specializing in customer transformation and growth. Teresa’s leadership in the digital, product, and customer space has delivered substantial growth and transformative change for organizations in rapidly evolving markets. Teresa was named in the top 20 CMOs in Australia in 2018 which recognizes Australia's most innovative and effective marketing leaders in the country.
Rajan Kumar is the Co-Founder & Managing Director of The Lumery, an innovative partner supporting leading brands to drive tangible business outcomes through the understanding and use of marketing technology. Rajan has over a decade of experience in MarTech and helps shape how organizations build capability across people, process, data, and technology to transform around their customers. In 2018, Rajan was awarded CEO Magazine Start-Up Executive of the Year.
Julian is the Senior Director of Client & Vertical Content for Cheetah Digital. Prior to this Julian was the Head of Customer Success & Account Management for Experiences in AMER. Over the past 10 years, he has been focused on making strategies and software really work for brands and the digital marketers trying to implement them. Englishman in NYC, Demo DJ, and the line is a dot to him. ¯\_(ツ)_/¯