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    Aligning Business and IT – Perspectives from our Head of Marketing

    December 23, 2019


    Welcome back to our digitalML Spotlight Series! This month we’re chatting to Head of Marketing Kelly Maltman, who shares her views on:

    • How AI and IoT trends are indicating industries are focusing on personalization, efficiency, and great customer experiences, as well as increasing productivity
    • How to bridge the disconnect between Business and IT through the right end-to-end framework for transformation
    • Why an abstracted service catalog is key to both Business and IT understanding business coverage
    • The rapid innovation these tactics to align Business and IT unlock 

    On the wider implications of AI and IoT as trends across industries

    Gemma: What are 1 or 2 industry trends or emerging technologies that are interesting to you right now and why?

    Kelly: It’s a bit predictable, but IoT and AI are the two areas I’ve been tracking most.

    They’re both interesting to me as a consumer, but have a big impact for the industries we work closely with like banking, insurance, healthcare, retail, and telecom.

    While I think the technologies being developed around them are cool, what I also find interesting is that they indicate that companies are putting a heavy focus on personalization, efficiency, and great experiences for their customers, and a heavy priority on making smarter decisions and increasing productivity across their business (something we at digitalML can certainly get behind).

    Gemma: What resources do you use to track new trends and tech?

    Kelly: Our customers serve as a great source for understanding trends. It’s interesting to see how different technologies are being applied in practice, and to see what matters to them now (that they’re doing things with), what things could matter that they’re keeping an eye on, and what’s just being ignored for now.

    I also really love newsletters. I find having news curated for me is a good way of quickly keeping a pulse on things that people are talking about and then I can deep dive into the areas that interest me with my own research. That’s something we’re trying to do more for our customers, which I’m excited about.

    Gemma: What’s your favorite newsletter?

    Kelly: I think my favorite is Finimize – they do a great job; it’s well-structured and always has a great closing line.

    How to bridge the disconnect between business and IT – the right end-to-end framework and an abstracted service catalog

    G: What do you think is the biggest challenge for large organizations who want to be better at digital or IT modernization?

    K: I think the biggest challenge for organizations is often the disconnect between IT and the business.

    We often see that there’s this frustration from the business that they have all these ideas that they want, and they want them now, and IT then explains to them the realities of their resources. That means the company is often picking between this or that…do we want to launch this initiative or that one, do we want to retire this back-end system or move this to the cloud? It can create a bit of disappointment.

    G: So how to they overcome these conflicting priorities?

    K: I think having a strategy that the whole organization can attach to, so there’s a linking driver between the business and IT, is important. We’re finding business people are becoming increasingly more tech savvy and tech people are thinking about the business, so it’s great when you can foster that within your organization. But critically, it’s about having the right end-to-end framework for transformation that all the parts of your business can plug into, from the product teams to dev ops, to different LoBs.

    That framework allows teams to work together, rather than disjointly, so that multiple initiatives can be launched in parallel, rather than having to turn certain ideas away. Plus, it allows you to be reactive to customer expectations and technology as they continuously change and evolve.

    G: Can you share with us a best practice for abstracted API and service management?

    K: While I think having good alignment and a solid strategy within your organization is key, I also believe spending the time identifying the building blocks your organization has, and doesn’t have in, order to estimate the workload of priorities, and make available the service representations across your organization to support the initiatives in your pipeline is just as important.

    One of the best things abstracted service management provides is this great representation of your organization’s business and IT functions, that are available and shows you what’s not. So, with that, you’re able to see what your current coverage is and come up with a clear view for where you need to be growing.

    For example, if:
    • You’re a bank that has great functions for credit cards, but you don’t have many supporting mortgages, or
    • You’re an insurance company that has great functions for medical insurance, but not many supporting P&C
    you confidently know you have a gap there that you need to build against.

    So I’m really saying my best practice is to have an abstracted service catalog so that you have visibility into your business coverage.

    G: That’s a great point, and so is it important for both business and IT to be able to visualize that coverage within the abstracted service catalog?

    K: Absolutely, that’s crucial. It’s important to build the catalog in a way both understand those things I just mentioned, so that it’s usable for both and not recreating the disconnect between business and IT.

    Rapid innovation within large organizations

    G: What’s your favorite ignite feature, and why?

    With my background being in marketing this shouldn’t be a surprise…my favorite feature is the ability to go into a catalog of really well-organized building blocks that make sense to any user in your organization in order to find and combine them into innovative offerings. Our money transfer video is a great example of how this allows IT and product owners to work together and frees up teams to think about the product differentiators they want to offer, and the consumer experience, rather than how to even get something off the ground.

    digitalML as a partner and a resource

    G: What’s the best part about working at digitalML?

    K: For me, it’s definitely our ethos.

    What makes us unique is that we truly believe we’re a partner to our customers and that impacts the way we run the company, the decisions we make, how we enhance ignite, and the resources we create. We do what we do to make some of the world’s largest organizations successful; the ones who have a vision on what their end-to-end framework needs to be in order to modernize their infrastructure and deliver innovation fast, to keep up with digitally native companies. That’s pretty cool.

    G: Finally, any other advice for our customers?

    K: This one’s a bit of a plug – Use our marketing team as a resource: we’re happy to help plan internal campaigns to build excitement for what you’re doing, work with you on customized digital training programs so your teams have the resources they need to be successful, tell your stories to our network, and whatever else you need.

    About Kelly

    Kelly Maltman, Head of Marketing at digitalML

    Kelly is Head of Marketing, and joined digitalML in 2016 to help launch our marketing initiatives. She’s responsible for the company’s overall brand positioning and communications, but also works closely to support customer’s own internal marketing needs, helping them navigate the space, evangelize their API initiatives and craft stories around their successes.

    A big thanks to Kelly for sharing her perspectives this month, see you for the next installment in 2020!

    Past spotlight interviews:

      About the Author
      AvatarGemma Sindall
      Gemma is a Marketing Manager at digitalML. She has a keen interest in digital strategy and the best ways to merge people, process and technology. Her experience spans Marketing and Client Services in the Technology and Financial Services industries.