McKinsey’s Joao Dias, David Hamilton, and Christopher Paquette recently published an incredibly in-depth report about the technology and organizational strategies needed for a modern operating model.
“How to Start Building Your Next-Generation Operating Model” is chock full of insights that illuminate why this is often a struggle for organizations—and why they have only seen marginal benefits for the most part. The key takeaway? There is no silver bullet; it takes serious investment, thoughtful strategy, and a methodical execution plan. In short – you are going to have to
bust some glass within the organization.
The article includes several key “building blocks,” including “autonomous and cross-functional teams anchored in customer journeys, products, and services.” For marketing this couldn’t be more true. Organizational agility and the creation of cross-functional teams with the customer experience in mind is paramount in any effort to build a sustained omnichannel strategy and operating model.
Another building block is “agile, customer-centric culture demonstrated at all levels and role modeled from the top.” Again, marketing organizations can take a page from this. It’s time to accelerate, and don’t be afraid to fail. And certainly don’t sacrifice speed and execution for perfection.
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