Enterprise vs Small Co Transformation

The above image is a good representation of corporate vs startup environments.

Stakeholders

In a corporate environment, there are many stakeholders who all have a say in what ultimately happens. There is currently a trend of consolidation of decision making into a smaller number of people to make the organization more nimble.

Startup – a single person in responsible for all activities under a certain area. For example – Marketing covers SEO, email, direct mail, inbound phone etc.  Scaling a company is one of the hardest things to do because it requires the breaking apart of roles without losing speed and flexibility.

Roles and Responsibilities

Startups have the “luxury” of a lean team. Employees have to wear many hats. To build a new product landing page, a marketer would do copy writing, page design & build, and analytics.

In a enterprise organization employees are specialized. To build the same landing page, a marketer would engage with an agency to produce copy and page design, engage with tech team to build the page, engage with analytics team to read data. This obviously varies from company to company, but at it’s extreme the marketer is a strategies and project manager more than a marketer.

How this affects digital transformation

Digital transformation is a difficult task for any organization to undertake. The ones that are succeeding are building out small(ish) teams that own digital functions by consolidating platforms and creating centers of excellence. In conversations with a global retailer, I learned consolidated their e-commerce sites to a single platform which ultimately gave them more flexibility and speed – developers could move across multiple areas of the platform as they were already familiar with the tech stack and could bring business insight as well and marketers could leverage assets created by others.