Perspectives

Digital transformation is bigger than technology. It is the ongoing work of aligning people, processes, systems, strategy, and customer experience around the value an organization exists to deliver. Business has an inherent feeling of "never enough"-not enough time, customers, content, pipeline, resources, or capacity. The result is often fragmented initiatives, redundant effort, disconnected systems, and friction that gets in the way of meaningful outcomes. Perspectives: Digital Transformation Through the Lens of Strategic Marketing explores what changes when leaders look beyond individual technologies and tactics to see the organization as an interconnected ecosystem. Through the lens of marketing, Lynn M. Scheurell examines how customer expectations, digital experiences, organizational culture, technology, data, leadership, and brand come together to shape business performance. Because every interaction creates an experience. Every experience contributes to perception. And every part of the organization ultimately affects the value customers and employees receive. Inside, you'll explore: ¿ How the Experience Economy has changed what customers expect from organizations ¿ Why connected ecosystems matter to customer experience and business performance ¿ How to recognize the signals that transformation is needed ¿ How disruption can reveal opportunities for innovation and growth ¿ Why leadership, culture, marketing, and technology must work together ¿ How brand experience is shaped across every customer and employee touchpoint ¿ Why clarity, relevance, and customer-centered thinking create strategic advantage ¿ How marketing can help lead transformation across the organization Originally published in 2020 and updated for 2026, Perspectives offers a practical way to think about transformation as an ongoing business discipline rather than a one-time technology initiative. The technologies will continue to change. Customer expectations will continue to evolve. What remains is the need to understand how the pieces connect-and how an organization can continually adapt to deliver greater value with less friction. For founders, executives, marketers, strategists, and business leaders navigating growth and change, Perspectives offers a wider lens for seeing what transformation makes possible.