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"I Feel the Need—the Need for Speed!"

Thursday, March 15, 2018   (0 Comments)
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By Nuno Periquito
Head of Marketing


This line is from the 1986 box office hit Top Gun and it was spoken by Peter "Maverick" Mitchell, played by Tom Cruise. Anthony Edwards, who plays Goose, joins in at the end.


Maverick doesn't just want to go fast…he needs to go fast. Digital is the “Maverick” of current times who has the business running on testosterone.


To succeed in such an environment, organizations in general and managers in particular, need to change. Not because they want to, but because it’s the only option. They need to look at the business through different lenses while understanding that new realities need time for adjustment.


Digital allows small local business to have a global reach, a democratized means of production, and dematerialized transactions, making it harder to maintain competitive advantages. Today’s competition has broken down geographic silos and changed the rules of engagement.


Data is fast becoming the new gold. Never like today have organizations had access to such rich and complete insight on customers: what they want and how they want it. There is an opportunity to capture that data and transform it to knowledge, to build models which not only reflect what customers want but more importantly, anticipate their needs and behaviors.


By doing so, organizations are building their business model around the customer and in turn, impacting the operational model and the type of people, processes and technology necessary to support this growth wave.


To thrive in the Digital Economy, a new skill set is required for virtually every job function, particularly at the management level. Some of the dimensions that matter the most include:


·         Collaboration

Corporate silos, now more than ever, are constraints in a borderless digital age. The ability to collaborate not only within different teams and departments, but also through the value chain and adjacent ecosystems is pivotal.

·         Analytics

The goal is not having data for the sake of it, but how to transform it into knowledge that provides new insight and adds value to the business. Being able to mine and discover knowledge nuggets is a major differentiator. It’s a corporate asset, difficult to replicate, enabling a strong competitive advantage.

·         Multi-disciplinary

In a complex environment ruled by technology and systems, multidisciplinary teams provide a diverse perspective which assists organizations in having a business holistic view. By integrating different disciplines and points of view, teams are in a better position to spot trends and patterns and stay ahead of the competition.

·         Adaptive Thinking

People, teams and companies must embrace change if they want to move forward. Think beyond the customary archetypes, question and challenge, and always bring to the surface new approaches.


This is probably one of the most important dimensions of the digital age.  At the speed that the world changes, being able to adapt, provide solutions that solve problems today and look at the future, is something radically different from what we have been doing.


Contrary to Maverick’s convictions, "You don't have time to think up there. If you think, you're dead," speed isn’t everything. Digital is changing how we live and conduct business, introducing new requirements, expositing different needs, forcing organizations to evolve and adjust. In fact, thinking is exactly what organizations need to do more to avoid pitfalls and take full advantage of the potential digital offers.


Nuno Periquito is a seasoned marketing executive with over 20 years experience in B2B marketing, innovation, and technology. He has established a track record of accelerating opportunities through the sales pipeline and driving demand through event management, demand generation programs and campaigns. He is a collaborative leader with proven success in managing multinational teams and working cross-functionally throughout the organization.








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