What It Means
CommTech uses new digital tools, techniques and data to enable personalized engagement with stakeholders. It takes us beyond communicating what we want stakeholders to know and believe. It equips them to act upon those beliefs.
Why It Matters
CommTech enables enterprises to understand and engage with the full spectrum of their stakeholders as unique individuals rather than as segments. By bringing data-driven precision to our work, CommTech enables us to design and optimize journeys that produce desired actions and outcomes.
How To Get There
CommTech requires increasingly sophisticated technology, from content management and campaign automation systems to collaboration platforms and data analytics. It also demands new team configurations, new roles and skill sets, new KPIs, new budgeting priorities and a truly Agile culture.
Follow the CommTech Progression Path™.
- PROFESSIONAL
Work here starts with building a content system and “listening” to social media.
- Big Retail, Bigger Data – How Walmart Became a CommTech Pioneer
- PATHFINDER
Work here shifts from influencing perception to tracking and shaping behavior through prescribed journeys.
- PACESETTER
Work here uses data to continually optimize journeys, closes experiential gaps, and incorporates automation and AI.
Impediments to advancement of CommTech*
* 2019 Page Global Survey.
- Watch the VideoCommTech Progression Path | The CCO as Pacesetter
Where are your peers on the CommTech Progression Path?
About the 2019 Page Global Survey
In partnership with APCO Insights, Page surveyed the senior-most leaders of communications functions around the world and fielded responses from 171 for-profit corporations.
Breakdown by Revenue
Mitsubishi Heavy Industries
Dan Lochmann, Head of Global Communications at Mitsubishi Heavy Industries Group, shares how his team directly applied CommTech practices, principles and tools in order to build a market for MHI abroad in the U.S. and deliver revenue for the company.