Some businesses excel more than others, even if they are selling the same product with the same consumers. How do they do it, and how can other companies achieve those goals?

At a recent Adobe event, Murray Howe, head of industry strategy APAC, discussed how high-performing experience organisations differ from the mainstream.

Howe referenced the 2018 Adobe Digital Trends report saying this is the first year they were able to pull out a segment of high-performing experience organisations and start to understand how their behaviours differ from the mainstream.

He said Adobe’s own research also helps to unpack the behaviour of the high-performing experience leaders.

Howe explained Adobe’s method of retrieving data by creating a segment at the intersection of two dimensions.

“The first dimension was calling out those companies that self-identified as significantly exceeding last year’s business goals by wide margins.

“Number one, they considered themselves successful. Combining that with companies that also consider themselves as significantly out-performing their competitors.”

Murray Howe, head of industry strategy APAC

From that data — about ten per cent of the respondents — Adobe found three key insights on how these successful companies behave differently to everyone else.

The first point Howe discussed is that this group of companies will describe themselves as “digital first”. Digital first in where they made their investments, how they went about planning and how they went to market.

The second insight is that this high-performing group is two and half times more likely to be committing to significant experiments with artificial intelligence across their marketing investment programs.

Howe said, “Here we know that marketers are looking for, and at Adobe we are investing heavily ourselves in AI solutions that help address specific velocity and decision-making pain points. So, we find that members of this segment are regularly amongst our earliest adopters.”

The final key insight Howe notes is that high performing experienced leaders are about three times as likely as everybody else to be making significant progress in the implementation, and adoption of some form of a cloud based, integrated technology stack in support of their experienced delivery programs.

He said, “If we unpack this, just one level further, what we find is that in our region in APAC, high performing experienced leaders are about 50 per cent more likely than their North American counterparts to be making progress here and almost twice as likely as their counterparts in Europe.

“So, the message is that the bar for technology implementation and progress is set quite high for us in this part of the world.”

About this author

Athina Mallis is the editor of the Which-50 Digital Intelligence Unit of which Adobe is a corporate member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.


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