When we think about optimization it’s really about being grounding in the current state. Working with and within what’s in place. Typically the norm is channel specific and product specific as it relates to marketing and getting incremental gain within those. Transformation is moving away from that product centric mindset where each line of business decides who they want to target based on their target customer and who they want to be selling to. One example is, I have sat in planning meetings where different product lines present their annual plans and when it comes to their target audience, they are going after the same exact customer. In terms of transformation, we are talking about getting to a culture where we start with the interests the needs a insights about the customer to determine the optimal experience. Tech upgrades and optimizing are really enablers and organization transformation vs. technological optimization is really the big shift.
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