The Business Transformation Race Has Already Started – Are you Leading or Still Warming Up?

The Business Transformation Race Has Already Started – Are you Leading or Still Warming Up?

We recently hosted a virtual leadership summit, “De-Invest to Re-Invest,” which focused on the unprecedented business transformation challenges companies are facing amid the COVID-19 crisis. Clients, partners, and friends in the industry came together to share insights and expertise for not only managing change during this time, but actually driving change. 

Justin Leigh, Ideoclick’s CEO, opened the summit with some enlightening—and hopeful—remarks. “Despite all of this change and uncertainty, there are trends. And if we listen to each other, we can start to see what tomorrow will look like. You’re in more control than you think,” he assured. “We’re all designed to survive. Creativity rises from limitations. Right now, we’re seeing creativity blossom in new ways all around us.” 

Each session of the summit provided critical observations about what is happening within industries currently, and what is expected to come. In the upcoming weeks, we’ll be sharing a series of blogs covering all of the topics discussed.  

To begin, we turn to The Dialogic Group’s Thom Blischok, who shared findings on how C-level executives are making (or should be making) business adjustments during the COVID-19 pandemic. 

Operating in the Now 

Blischok’s presentation was based on conversations with approximately 40 C-level executives (retail, CPG, distributors, and service providers), who are in the depths of the pandemic’s fallout. Instead of focusing on future solutions, Blischok urged companies to consider our current state. 

“Looking at the market today, you see hundreds and hundreds of story lines about ‘what’s next.’ This de-invest to re-invest story is about what’s now.” 

One concerning revelation that came out of the conversations with executives was a clear disconnect between ongoing concerns and their overall prediction for operating in the new norm. 

  • 50%+ expressed concerns about future survivability in their current form 
  • 60%+ believe their organizations lack the skill set to compete in the future state 
  • 71% indicated they must radically improve and/or simplify organizational and operational decision-making  
  • 74% do not think their organizations can adapt quickly enough to a rapidly changing future state 

And yet, 91% believe they will be able to compete and grow in the new normalcy. How does that compute? 

Upon digging deeper, Blischok and his team began to understand the opportunity for a different kind of leadership, post COVID-19.  

3 Key Initiatives to Implement Today 

From Blischok’s research, three key initiatives emerged—particularly in light of the fact that despite the thousands of predictions, we are still very unclear about what the future state holds. Those three initiatives are: 

  1. Cash Conservation: managing cash is going to be critical to adapt going forward. 
  1. Modernization of the Operating Model: the current structure of organizations will not sustain itself in the coming months (and years). 
  1. Competing in a New Landscape and Partner Ecosystem: in this new ecosystem, you don’t have to own everything; you don’t have to buy everything.  

Ultimately, Blischok and others’ recommendation is to de-invest 30-35% of infrastructure, legacy systems, and processes and apply a 15-20% reinvest to become a much more competitive and financially successful organization.  

Time Is NOT Your Friend 

Looking at consumer behavior, workplace protocols, and retail operations, it was clear that all will experience lasting change to some degree. Several “traditional” behaviors and habits are forever altered.  

The consistent thread throughout all of Blischok’s analysis was this: time is not your friend. In the next 30, 60, 90 days, organizations should be planning both best-case and worst-case scenarios. They need to be modeling ongoing cash needs for both operations and investments. Finally, organizations must begin an organizational and operational transformation to a new, streamlined operating model. 

“This is not a plan for panic, and it’s not a plan for survival,” stated Blischok. “It is a plan for real and profitable growth.” 

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Sharing Some Good News on Current Consumer Behavior During the COVID-19 Pandemic

Sharing Some Good News on Current Consumer Behavior During the COVID-19 Pandemic

As a search marketer on Amazon I have had a front row seat to the changes in consumer behavior through COVID-19. Watching the changes in search volume and ranking is always interesting but watching items like “N95 mask” and “toilet paper” become the top searches on Amazon has brought more of a foreboding than the usual curiosity.

Well, yesterday I got to see something positive begin to trend in Amazon search ranking. As of Saturday 4/4 “Sewing machines” have become the 27th most searched term on Amazon. Back in January it was 591 and as recently as March 19th it was 597. The initial rise in ranking seems to be tied to DIY instructional posts and videos like this tutorial from Erica Arndt –

The most recent surge in search rank can be matched with calls for supply donations to hospitals and first responders. America’s new favorite news source, SGN (Some Good News) highlighted how companies and people are answering the call

This virus has brought so much harm and negativity that I feel it is more important than ever to show these bright spots when they appear.

Post by David Quesenberry, a marketing director at Ideoclick and specifically an Amazon marketing expert working to help clients strategically plan their marketing efforts.