In an increasingly online world, our digital selves—our Code Halos—speak volumes about our opinions, preferences, and intentions. This sets the scene for massive disruption in many B2B organizations; it’s up to marketers to show the way in this new age.
Malcolm Frank, Cognizant’s executive vice president of strategy and marketing, gives us some insights on Code Halos from the book he recently co-authored with colleagues Paul Roehrig and Benjamin Pring. The digital world is driving a new technology paradigm—the SMAC stack—causing businesses to redefine business strategy and marketing initiatives. Frank contends that given this degree of change in the industry today, corporate survival is not guaranteed. Today’s market leaders are unlikely to remain so a few years from now.
The Code Halos that give insights into our opinions, preferences, and intentions are changing not just marketing but the way that business is being done. In Frank’s view, B2B marketers have a critical role to play in helping their organizations navigate this new environment.