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This isn’t about waving a magic wand from the CEOs office. This is as much about functional transformation and perhaps even more so. And one of the most critical functions must be Human Resources. Human capital is at the center of this evolution to digital but it will require leadership and a rethinking of what goals and performance means as strategy and execution levers change, the new role of creators, marketers and sellers of digital products, both the need to learn and un-learn competencies, and real-time resource and skills analytics. Today’s very systems-centric discourse on Core HR, Talent Management and creating silo’d networks for employees, customers and partners just doesn’t stack up.
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More applicable to the marketing function than any other function, given that marketing tech spending is forecasted to exceed IT spending. HR needs to be a vital partner to marketing as it transitions to data-driven.