Good morning, how deep are you into your company’s digital transformation efforts? 

CMOs are taking more ownership over the customer journey and with that comes a much broader set of responsibilities, including the brand’s digital transformation efforts. To help brand’s breakdown the barriers to digital transformation, agencies are expanding their capabilities and services. 

“Businesses undergoing digital transformation don’t want to have to navigate disparate network agencies,” said CEO of Brainlabs Daniel Gilbert, “They want access to broad functional expertise with a unified strategy and a single point of contact.”

Gilbert’s agency has recently acquired two firms — Distilled and Hanapin — building out its own team to better serve clients’ digital transformation needs. He and Josh Campo, president of Razorfish, both said clients do not necessarily come to their agencies looking specifically for help with digital transformation, but, instead, are looking for support in other areas. 

“Generally, we see a point of engagement that is around a problem, and then, depending on how far in we go, you start to see an opportunity to really drive transformation,” said Campo.

After interviewing Gilbert and Campo, along with agency leaders from Wipro Digital and Firewood digital marketing agency, one thing is clear: digital transformation is not about technology — it’s a corporate mindset. If brands want to truly embrace digital transformation strategies, it requires a change in culture. 

We’re not finished yet, there’s more below on Zendesk’s latest product launch and CEO news from Leanplum. 

Amy Gesenhues,
Senior Editor 

Pro Tip

Avoid checkbox requirements when buying martech

“Too often we see selection teams overly focused on features rather than use cases,” explains MarTech West speaker Tony Byrne of Real Story Group. “Whatever you do, avoid checkbox requirements sheets, where you ask the vendor: ‘can you do this; can you do that?’ As a practical matter, vendors have seen all these questions and have figured out how to check all the boxes.”

“Instead, consider centering your solicitation on user stories. These are short, real-life narratives that describe your information, your processes, your anticipated business results, and above all, the people – your prospects, customers and employees interacting with the system. To the extent possible, narratives should reflect “to-be” journeys and as such become aspirational.”

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MarTech Minute

Zendesk broadens CRM offerings, Leanplum raises $27 million

MOMENT OF ZEN. CRM provider Zendesk has rolled out a new Sales Suite tool and expanded its Support Suite offerings. The Support Suite has a refreshed design enabling a comprehensive overview of customer communications and new social messaging features. The newly introduced Sales Suite is geared toward team collaboration. Why we care: Being able to combine customer service and sales communications within the CRM platform gives marketers a more holistic view of the customer journey. Source: Zendesk

LEAN IN: Leanplum, a multi-channel customer engagement platform, has raised $27 million in Series D funding and named George Garrick, the former CEO for both IRI and A.C. Nielsen, as its new CEO. The company says the money will go toward product development and go-to-market efforts. Why we care: Leanplum reports it enabled marketers to send more than 150 billion mobile messages last year. With more money now available for product development — and a consumer behavior expert leading the team — the company is positioning itself to be a top customer engagement solution.  Source: LeanPlum


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