Digital Transformation
New technology drives revenue when it's tied directly to a specific, measurable business outcome.
New technology gets adopted for a lot of reasons — competitive pressure, executive enthusiasm, vendor promises. The adoptions that actually move revenue share one trait: a clear, specific outcome they're aimed at from day one.
‘Improve efficiency’ isn't a target. ‘Reduce average deal cycle by five days’ is — and it's the difference between technology that pays for itself and technology that just gets used.
Tools adopted by IT without a sales or revenue stakeholder driving usage tend to underperform, regardless of their capability.
A handful of tools that each move a metric five percent often outperform a single ambitious platform that takes a year to show results.
Technology adoption pays off fastest when it's treated as a revenue initiative with a technology component — not a technology initiative that happens to touch revenue.