1. Introduction: A Meeting of Minds

Leaders in the media industry gathered to discuss digital transformation in 2021.

BrightGen, Salesforce and The Executive Network (TEN) invite 18 senior leaders to discuss what 2021 holds for the media industry

Matt Parkes, BrightGen customer and VP Sales and Marketing Technology at Elsevier, kicked off the session with an overview of his company’s digital journey. Matt then sparked the initial discussion among the group with a series of questions.BrightGen, Salesforce and TEN encouraged the group to discuss the state of digital transformation at their organisations, and to share recommendations for each other going into 2021.

Some say that technology is the easy part of digital transformation. The complexities lie in organisational culture and silos. How do you build cross-functional influence and gain top-level buy-in to get transformations off the ground? How has your approach to this changed during 2020?

Matt Parkes, VP Sales and Marketing Technology, Elsevier

How important is digital transformation for customer engagement at your organisation?

Very important
Important
Not very important

This report outlines of the findings of the group's discussion. The summary includes a roadmap for 2021: a digital blueprint for optimising customer engagement.