Using a Skunkworks to support digital transformation

5 reasons to develop a Skunkworks As organisations embark on the journey to digital transformation, they may find their organisational structures limit innovation if they are more akin to a company geared to compete and survive in the industrial revolution era. The problem of digital silos A common problem in many larger organisations is that given the importance of digital marketing, digital skills are centralised in one or more locations, so creating digital silos. So pockets of digital knowledge become dispersed internally rather than creating a joined up structure with different marketing teams working on marketing activities which integrate digital marketing. In the long-term, integrating your digital marketing team is an essential requirement for organisations wanting ro re-invent their proposition to a changing digital world, being led by disruptive digital technology and new ways to reach new audiences and new channels. But at the same time, businesses need to stay agile


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