The most common mistakes digital practitioners and leaders make is to either do things in the wrong order, or to try and do too much at one time.
Progress in and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position). People become frustrated (you hire smart people, they run off to build you the Taj Mahal, meanwhile you don't have a functioning toilet). Business results suffer.
There is something in humans that makes us want to do the hard things, to shoot for the most complex right away, to want to be challenged to infinity. In many cases, it is a tendency we have to learn to restrain.
More often than not, magnificent success results from executing a business plan that is rooted in a strong understanding of the landscape of possibilities, and a deep self-awareness of business capabilities. These business plans will contain a structured approach, do this, then do this2, then make sure we are really good at this3, then this 4 and so on and so forth.
In other words: Evolution. It works.
Said another way, digital revolutions more often than not fail. One day your leadership realizes you stink at digital (all of it or just Facebook or search and display or mobile or whatever). They find the closest industry leader (L'Oreal, Booking, Zyrtec, Innocent Drinks, CSC Consulting). They say: "Do whatever we need to in order to get there in 90 days. Go!!"
If you hear that, run. Else you'll be standing in a place where a flaming crater will appear in the near future.
I'll be the first to admit that selling evolution is hard. Revolutions just sound so darn sexy! Still, reality is reality.
In this post I want to arm you with the evolution you should undertake in your companies when it comes to marketing and analytics. Additionally, I'll make the hard tough difficult painful choices on your behalf and order things to deliver the highest possible impact, so you'll know exactly what to do and what you will get from it all.
In other words: Two inspiring ladders of awesomeness for you! One for digital marketing and one for digital analytics.
