A savvy event and media business professional would have gone through a process of some kind of re-invention over the past months. New product development scrums, value proposition get togethers, tech stack investments and dare I say it "virtual event pivot".
The few that may still be on the fence, I suggest ask themselves a question:
“What do you have in place to protect yourself / board / investor from a future pandemic or material disruption to the live events model?”
If you don’t have an answer to that question, your business at serious risk. Times are very tough, and very likely you have been doing everything you can, I respect that.
With this post I want to help frame the thinking and share the key pillars that have to be considered when you undergo this process.
This is no longer about digital marketing or marketing automation. It's about the digital transformation of marketing, sales and operations. It doesn't matter where you started your journey, organisations need to view this as a holistic process that comprises of 5 key stages. Miss one of them and you simply won't have a robust go-to market strategy, whatever your new re-invented business looks like.