At the Pacesetter stage, building and managing a CommTech system shifts the focus from digital communications to performance communications. In addition to optimizing campaigns, we are leveraging our insights to optimize our company. In effect, the company’s core operations and functions, from the C-Suite through sales and product creation, adapt to what the CommTech team has discovered and framed.
13% of CCOs are at the Pacesetter stage of CommTech.*
* 2019 Page Global Survey
What You Do
- Hyper-target audiences and continually refine cohorts, in some cases, down to individual decision-makers, based on their digital behavior.
- Generate dynamic content.
- Through techniques like A/B testing, create content, offers and experiences that are tested and personalized, aided by some degree of automation.
- Optimize a broadening array of outcomes.
- Agile teams are continuously iterating and improving campaign performance at all stages of the journey. By analyzing audience interaction data, they are identifying issues and opportunities and collaborating with others in the company to respond in an on brand manner.
- Proactively respond to truth decay.
- The CommTech team is equipped with (or accesses) advanced technology to detect attacks on the organization or its stakeholders. The team takes on a broader societal role, leading the organization in engaging with the firm’s partners, its industry and society at large to expose fakes and ensure the accuracy and credibility of public information.
Examples:
If a significant number of employees abandon a learning experience after only a few minutes, the team collaborates with HR to improve the experience and boost completion rates.
What You Measure
- Stakeholder advocacy, e.g. Net Promoter Score, reputation audit
- Business outcomes, e.g. legislation passed or defeated, proxy battle won or defeated, job offers accepted, employees working in new ways (enhanced teaming, customer-centricity, speed, etc.), Glassdoor rankings, user reviews
