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The Case for Business Transformation

And a look at how CMG is making its own changes to remain nimble in the market

Over more than 20 years of working with clients to solve their operational and growth challenges, we’ve learned that businesses must constantly own their transformation in order to keep delivering value to their customers. If you’re familiar with CMG, you may have even noticed that we have a new look ourselves.

The evolution of our website reflects this knowledge and serves as just one example of how, now more than ever, it’s possible for companies to make transformations that make them more proactive, more data-driven, and better prepared to succeed in the market—and how CMG can be a partner in that process. In fact, it’s not only possible, it’s imperative.

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According to Forbes, what percentage of companies have fully implemented their digital transformations?

Why should we all do this?

Our work with clients has shown us time and again that successful businesses are adaptable ones; an ability to be nimble and quickly respond to changing customer needs separates those with lasting success from those that are challenged by new developments in their market. Our case is no different. That’s why we continually challenge ourselves to think about how we can quickly create better user experiences and better engage with our own clients.

A critical component of this engagement in an increasingly digital landscape is our website. It’s through our website that we showcase our firm’s unique characteristics and highlight the solutions and client partnerships that are at the core of everything we do. And to do so effectively in an increasingly digital marketplace, we must be flexible and self-sufficient.

Our website was historically managed, in part, by a third-party partner. And while this arrangement suited our needs for many years, with growth in our own capabilities we saw an opportunity to adapt. To be truly nimble in a digital age, we needed full, end-to-end ownership of our digital presence. It was time to make our own transformation.

We’ve found that many of our clients have similar opportunities. Whether it be full design authority over a website, visibility in marketing spend, or similar third party-led processes, the emergence of new, user-friendly technologies makes it similarly easy for your organization to enhance its level of ownership and reap the rewards.

High Priority

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A Wall Street Journal survey found that Digital Transformation was the #1 concern of directors, CEOs, and executives in 2019.

How did we make the change?

In short, we treated our own team like we would our clients. We partnered with leadership to identify near- and long-term objectives, established launch milestones, and collected feedback from internal stakeholders along the way. Importantly, this process represents one of CMG’s core strengths: combining strategy and action. To achieve our objective, it was not enough to strategize. We had to act.

 To begin, we identified our own core needs. Chief among these was ownership over content management, page design, and overall functionality. Next, we evaluated different CMS platforms against these criteria and our desired timeline, selected our best fit, and got started—it was that simple!

 Before we began to build, though, it was important to define our objectives; to identify what constituted “success” for this effort:

  1. Achieve full design authority over our website - Full ownership over page design and the ability to quickly customize and launch pages were must-haves for this effort. To be nimble, we had to ensure that our new platform would allow us to control our process from concept to launch.
  2. Enable site analytics - Our new platform needed to easily allow us to use tools like Google Analytics to measure site and page performance.
  3. Connect with other CMG technologies - To maximize the value of the transition, it was important that our new platform enabled simple integration with existing CRM and marketing automation tools.
  4. Play to our skillset - This piece may have been the most critical. In our pursuit of improved adaptability, it would have been counterproductive to choose a platform that didn't align with our internal expertise. For this reason, we gravitated strongly toward low- and no-code platforms that would allow us to focus on our core capabilities of strategy, marketing, and operations without getting buried in code.

Next, to create our site launch milestones, we first had to determine what needed to be included in our minimum viable product, or MVP. That is, what features did our site need; which features would we be hesitant to launch the site without? By asking ourselves whether certain features were necessary, we were able to accomplish a couple of things: (1) time to launch was reduced significantly and (2) features were prioritized, allowing us to establish a backlog of features to add in future updates. With our MVP features identified, we set weekly checkpoints in which we targeted development of key pages and features for leadership review. These checkpoints made a process that appeared gargantuan at the outset much more approachable.

Finally, CMG reviewed pages for functionality, content, and user experience at each checkpoint. This approach simplified revisions by limiting them to one page or a few pages at a time, reducing the time spent providing and collecting each round of feedback.Furthermore, this strategy served to provide leadership with a sense of transparency through regular updates, ensuring ongoing buy-in. In the end, this iterative approach to building shortened our overall time to site launch and—true to our aim—enabled us to quickly adapt to feedback and changing needs along the way.

What was the outcome?

As a result of our efforts, CMG has a brand-new site outlining our core consulting capabilities, and client success stories. We’ve made significant improvements to our abilities to test new layouts, analyze our site’s performance, and take ideas from concept to launch. And better yet, our new site is managed in-house, giving CMG full control over design, content, analytics, and more.


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Where might your organization benefit from additional ownership over its technology, tools, or processes?

What does it mean?

Simply put, we took a dose of our own medicine: we challenged ourselves to adapt to a changing customer environment and took the first step. But the journey is far from over.

 We challenge our clients to learn continuously from and build upon successes. In the same way, we’ve also challenged ourselves to build on our strengths, grow, and refine our new digital space.While the core components of the site will remain largely consistent, the new site will also serve as a testing ground for innovative ways to engage with our clients and drive the collective power of digital transformation.

This theme of transformation is core not only to our renewed and improved website, but also to our broader work with our clients. Businesses and the behaviors of customers are transforming at an accelerated pace. Relationships that were once simple must now be managed across channels and over time. Enhanced business performance now requires an ability to glean insight from customers and their behaviors. Their preferences are changing rapidly, and businesses must be poised to respond.

Drawing on first-hand experience and insights from business leaders across industries, CMG has committed to continuously refining our own approach to helping our clients navigate their own business transformations—digital or otherwise. We’re excited about our progress to date, and even more excited for what’s yet to come.

We’re looking forward to taking this journey with you.

Interested in starting your own business transformation?