According to the Gartner CIO Outlook 2025, digitalization projects fail in 50% of cases!

This is a key finding of Gartner’s CIO outlook for 2025, and it made me reflect.

According to Gartner, the turnaround can be made if the entire CxO Team works together on digitalization topics.

The issue of failing digitalization projects gets more severe as AI evolves, and Gartner also elaborates that 50% of CIOs are left alone with topics around AI.

Why are digitalization projects failing at 50%?

Digitalization and AI in particular are topics spanning over the entire organization, and for quite some time, I postulate that they should be directly involved when defining strategy, business model, and offerings.


 
Let’s have a look at the different CxO roles directly involved with technology, providing an idea of a modern setup.

CDO – Chief Digital Officer

I suggest that the Chief Digital Officer is responsible for the hightest level view on digitalization.

I would position him as a visionary and researcher.

He and his team should coach the C-Level about general trends and trends relevant to the business while also elaborating on scenarios within new biz topics.

His duty is to make sure the company does not miss out on new trends.

Besides focusing on the outside world, he should be provided with company internal data about available skills of the workforce to understand the need for reskilling or hiring/firing in case of strategic initiatives.

CIO – Chief Information Officer

In comparison to the CDO, the CIO should focus on the internal part of digitalization in the company.

He should take the lead on all concrete digitalization topics inside the organization and concerning serving clients to harmonize the infrastructure and used techniques and make sure state-of-the-art is implemented.

He should be coordinating projects over the entire organization, and it would make sense to have project managers of technical projects report to him.

CTO – Chief Technical Officer

The CTO should be a specialist, deeply involved in all technological topics between code base, tech stack selection, and interface engineering. He should act as an advisor to the CIO and be consulted for detailed implementation questions.

He should also be directly involved with the skill distribution of the technically oriented workforce and coach tech leads.

CSIO – Chief Security Information Officer

As security has to be one of the top concerns of organizations, the CSIO becomes highly relevant in a modern setup.

He needs to make sure IT governance is established, constantly screened/updated, and harmonized over the entire organization.

Additionally, he has to ensure security standards are implemented, and his team can support when the organization is attacked.

Backup scenarios, insurance contracts, and continuance plans in case of attacks have to be elaborated to minimize financial- and reputational damage.

COO – Chief Operation Officer

The COO is involved in the digitalization topic, as he is responsible for running the entire infrastructure of the organization, from user laptops to servers to facility management.


These roles actually run the show concerning digitalization and serve the other units.

Depending on the size of the organization, it can be required that several of these roles be covered by a single person. In this case, the different perspectives still have to be covered as well to ensure building a culture of digitalization.

Gartner’s data-based conclusion is that digitalization projects succeed at more than 70% if the entire CxO team works together!

It can make sense to have technical specialists directly attached to other departments to ensure speed of implementation. Still, the technical CxOs need to be involved to avoid disharmonization and security risks.

 


Marketing CMO

Modern marketing is more and more driven by data topics, and technical projects need to be implemented fast to position and anchor the brand and offering in the market.

Risk CRO

Besides classical risks where AI, depending on the business model and its data intensity, should be involved, ongoing digitalization requires elaborating on technical risks through system failures and attacks.

Finances CFO

The financial department is a consumer of the ERP data, and a modern organization needs strong tools to understand the figures in detail, so AI on the ERP level will be highly relevant.

In many companies, ERP systems are far from integrated into the processes, and data reporting is still handled in spreadsheets with a lot of manual activity.

Reporting is one side of the coin, but if the data is not available, prognostics of the future to anticipate actions and risks are completely out of reach.

Business Units

Depending on the business model of an organization, specialized digital infrastructure is required to provide services and products, so business units as classical Profit Centers need to build and maintain relevant technical infrastructures together with the technical CxO departments, also relying on their expertise. I am convinced that for most Business Units, it is crucial to go digital first to be able to compete.

Specialists might have a practical view on technological topics, but it is a high risk if they don’t interact with the technical CxO departments.
Especially the CDO should be involved in new business initiatives to ensure the right focus and include the bigger picture of the digitalization context.

Involving the CIO is crucial to make sure initiatives are doable, and resource planning is involved.


Culture and Education

Many digitalization projects focus strongly on the culture inside the organization. Employees are busy with daily business, and if the organization doesn’t prioritize education, the workforce will not dedicate their time to reskill. It is crucial to implement a culture of exchange and establish leadership to streamline education and avoid losing focus.


Conclusion

Digitalization and AI spread into every part of the company!

To centralize the gathering of know-how and experience in the technical departments is highly recommended, but it has to be ensured that this knowledge is spread within all other departments and business units.

Just setting up a team inside business units and non-technical departments to cover the implementation is not enough. The strategists and top management layer have to push and prioritize digitalization and AI to support the digitalization projects of the organization.

Gartner Presentation – CIO Agenda 2025

I am almost obsessively preoccupied with this question!

For me, leadership means setting a good example.

This requires very broad knowledge, the ability to familiarize oneself effectively with new topics and also the willingness to do a lot of groundwork, even though the outcome is uncertain.

Let me tell you a story …

What I encountered

When I started my last job as a Solution Architect, I was originally hired as a regular employee.
I was involved in an internal project where a group of developers were “sitting on the bench” waiting to be deployed to a key customer.

The project had been launched two years earlier and lacked a clear structure due to the fluctuation towards customer projects. It followed the primary benefit of training developers on a common technology stack.
Motivation was low as employees were waiting for their turn and felt like a second choice.

The CTO, who had taken over the project shortly before, was very respectful in his tone and actions, but didn’t really seem motivated to invest much energy in the project at the time.

When I started on the project, I began analyzing the source code, even though the frontend and backend were written in languages I hadn’t used in a while. I encountered complex constructs of microservices and developers taking days to complete simple tasks. The frontend was split into different modules, each using different design and technology approaches.

The backend took a botched approach to implementing microservices that would have led to significant performance issues if the system had ever gone into production.

It was a disaster that I had gotten myself into!

Familiarization and preparation for change

I started discussing the details with some developers and soon had intensive discussions with the CTO about the aim of the project.

The developer who previously held the role of Scrum Master was removed to a customer project, so someone had to take over his role. The dailies and scrum ceremonies were largely technically driven and often ended in nerdy discussions.

How would you proceed in such a case?

I could have just done my time and tested some concept ideas in a sandbox environment.

Guess what? I’m not the type to waste my time being unproductive.

The takeover

A month after I started on the project, I told the CTO that I would take on the role of Scrum Master and start by giving a demonstration of how I run Scrum ceremonies.
At the time, the Scrum board was a collection of mostly unrelated tasks with a collection of ideas in the backlog to be tried out.

While I was leading the meetings, I continued to talk to the CTO. It took three months to convince him to completely rewrite the front-end code. In the meantime, I had designed a new solution architecture and created initial design drafts for the system to be implemented.
I took the original idea of the project and began to define a solution that was worth working on.

The company’s lead frontend engineer had joined the team and together with the CTO we developed an initial draft of the tech stack for the frontend.

I have always been very careful about criticizing the work of others, because as a consultant I have often seen new consultants take over a project and talk badly about their predecessors – usually with the aim of making themselves stand out.
This is high-risk behavior, because you first have to prove that you can do a better job and achieve better results than those before you.

I have always found software developers to be extremely competitive. All my colleagues had studied and gained experience over time.
Who are you to come and criticize? First show that you can do better!

Basically, there is no right or wrong when writing code. Many aspects of software development are philosophical in nature. The decisive factor is whether the finished solution works, meets the requirements and can be sustainably maintained and further developed during the lifecycle.

If you want to lead a project successfully, you have to convince the key players of your vision and your approach. For me, this was initially the CTO and the lead front-end developer.


When the decision to rewrite the frontend was almost made, we involved the developers in the discussion in order to jointly determine the most suitable tech stack in detail and get them on board.

If we had confronted them with a ready-made decision and an already defined tech stack, it would have been like being dictated to.
I myself don’t like it when things are dictated to me and managers don’t consult with me before making a decision – so I assume others feel the same way.

Nevertheless, it is an art to find the right time and the right type of communication in order to avoid creating uncertainty in the team by postulating things that will never be implemented.

Dealing with the vision and mission

I think as a manager you need a clear idea of what you want to achieve. However, you need a good sense of when to communicate different aspects to different stakeholders.

You need a vision and a mission!
You have to be so convinced of this that you can withstand criticism.

In principle, employees will follow an employee if they can understand the vision and mission and accept them positively.

Dealing with a competitive environment

As you can imagine, not all developers were thrilled with the new colleague who was ready to challenge the status quo.
Who was he? Why does he think he knows better? What did he do that gave him the right to tell everyone what to do?
Such questions arose in the team at the time.

The company has a very polite culture. I had experienced it differently before.
I like challenging discussions and I am aware that my personality is sometimes polarizing. Therefore, this process of finding the vision, mission and action plan was anything but smooth.

I was working a lot at the time and also like to work at night as it’s quiet at night and I can concentrate without distractions from messages, calls or social media. Team members would see my code commits at 3am and on weekends. However, I made it clear that I don’t expect anyone to work at night or on weekends.

As the people on the project team were also part of a line team, there was a meeting where they were asked about the status quo, their overall impression, ideas and similar topics. There was a Confluence page where each member could write down their points.
Some time later, I came across this page and went through the comments. Some opinion leaders were highly critical of my commitment, questioning whether I was trying to impress others and management by working nights and weekends. Do I think I’m better than that? Why the CTO and management would listen to me and what makes me think I could take on the role of a manager even though I am a regular employee of the company?

I’d be lying if I said it didn’t annoy me personally, but I didn’t mention that I knew about the rumors.
My response was to reach out to each individual one by one, challenge them and communicate the vision, with a focus on aligning the team around a common mission.

I used influencing to create consensus and motivation.

The team had demonstrated true junior behavior to me, showing complete ignorance of politically correct and smart actions.

Never try to bully smart and hard-working people you don’t know.
If you have a clear plan yourself and are ready to face the competition – go for it!
Be courageous and defend your position in 1-to-1 discussions. Use your criticism wisely to achieve your goals. This will probably earn you respect.

I usually write things down to make my point.

While some managers prefer direct verbal communication, I like to be able to understand processes and decisions made.

The future will show whether I was right.

I generally avoid personal attacks as I don’t see them as helpful and my interest lies solely in working through an issue and finding solutions.
However, I can’t avoid people feeling personally attacked when they identify with work and ideas that don’t lead to solutions or don’t work!

I consider self-reflection to be one of the most important skills. I constantly subject my actions and ideas to tests and see it as important to expose myself to criticism, reflect and correct possible mistakes.

Efficient and target-oriented solution finding

Working with the CTO and convincing him was a challenge. This was possible because he looks at issues abstractly and reflects on them just like I do. Decisions are corrected when better options are put forward, which I think is particularly important in an agile and fast-moving environment like IT.

If errors occur, they are corrected, just as permanent optimization is part of the implementation.

I’m not interested in imposing my ideas on others, and while concepts evolve, my approach is never set in stone. For many topics, I know there are others with deeper expertise and I consult them extensively to find the best solution.

I think it’s important to leave room for compromise in cases where the options work equally well and the choice is just a matter of preference, so that others are satisfied.

Nevertheless, in leadership it is sometimes necessary to clearly represent certain positions. This is especially true if they do not fit into the bigger picture of the mission. Another reason may be when it is foreseeable that approaches will not work in the future.

Sometimes this is difficult. Others hate you for it and everything, but in the interest of the cause you have to take a clear position.
If you don’t do this and the project fails, you were part of the problem, could be held responsible and in certain cases even become part of a criminal offense.

As a manager, the biggest challenge is probably not to compromise your own integrity.

How do I conduct meetings in a modern way?

When leading meetings with a team, I think it’s important to start with something motivating – possibly small talk, but definitely a summary of the status or an agenda. Those attending the meeting need to know why they are spending their time in the meeting.
Especially in online meetings, they are unlikely to focus if the purpose is not clear.

Developers generally tend to be introverted.

In Scrum dailies, for example, everyone makes a short statement about what has been achieved, what is planned and what obstacles have arisen.

For strong leadership, I use certain techniques in meetings to provoke motivation and exchange within the team:

  • In online meetings, my camera is always on and I’m always present.
  • For important topics or critical points, I ask the employees concerned to provide more details.
  • I give praise specifically to 1-2 team members who contribute important value and make sure that each team member is praised in rotation.
  • I keep criticism brief so as not to expose team members in plenary and address problems in individual discussions.
  • I ask long speakers to be brief in order to focus on the relevant points and ask more reserved team members to explain their work in more detail.
  • I move topics that are too dominant directly to separate meetings if they require more space.
  • I repeat background information and goals (both short-term and long-term) to ensure that everyone in the team is pulling in the same direction.
  • I actively promote collaboration by motivating team members to work together.

Motivation through initial successes

Rewriting the front end quickly had a positive impact on the project, and two months later we also tackled the back end. This task was easier and faster than expected. Within a month, we had a working solution with a clear concept of a new microservice and code structure.

Motivation in the team increased, the members used pair programming more often and identified more strongly with the project.

Leadership through change

An important step was the renaming of the team: the name “Bench” was completely abolished and the team was now called “Innovation”. With this new name, we increased awareness of the mission and the importance of each individual’s work.

Around the same time, we introduced another important change to the Scrum meetings: Each team member took over the moderation of the meetings in rotation so that all team members could practice their presentation skills in a trusting environment. This strengthened team cohesion and prepared the members to present their topics confidently in customer projects.

Motivation through further expansion and internal recognition

Due to the success of the newly written backend and frontend, the project took shape. I started defining milestones for the feature integration, refining them with management and keeping the team informed in a timely manner.

As the project took shape, we had the opportunity to present it at the monthly company meetings. The team could be proud of its achievements and the goal was further consolidated.

Our goal was to develop an ERP system and after six months we were able to replace the old ERP system at company level. The start of production went smoothly and without stress, as the team worked together excellently and supported each other.

Dealing with employees who do not perform

Unfortunately, there are also situations in projects where team members don’t deliver as expected. I tend to give people lots of opportunities and also act as a coach.

But what to do with employees who are unable or unwilling to deliver?

Working as a team creates a personal connection with all members and it is usually difficult to make decisions about dismissing a team member.

Even if an employee is loyal to the company, they can become a real risk to the success of the project and jeopardize the motivation of the team if they do not perform.

Is it expedient for the employee to remain in a position in which they are constantly exposed to criticism? Should they stay anyway and will the situation possibly improve again?

When a team grows together, some employees will have difficulties and may no longer fit into the team.

In larger companies, switching to another project can be a solution, and I know of many examples where this has worked well for both sides.

In some cases, when I see that an employee is overwhelmed or has lost their motivation, I assume that they probably need a breath of fresh air and a new challenge. I know that resigning is not easy for anyone. But at the same time, it’s an opportunity to reflect on life and start afresh with new energy instead of wasting time in an unsatisfactory role.

While the well-being of the individual is important to me, as a manager I am also responsible for the well-being of the team, its motivation and the progress of the project. If the team is being held back by one or two members, it is the duty of the manager to protect the team spirit.

Developers in particular are often very competitive and if you keep weaker members in the team, you risk losing the top performers.

As a manager, you always find yourself in the difficult situation of having to make decisions regarding the workforce. Those who have to leave the team may be angry, but the top performers who ultimately ensure the success of the project will be grateful in the end.

Removing toxic team members can raise team spirit and productivity to a new level.

My credo is: take clear measures, but always remain fair.

The scaling approach

I wasn’t just aiming to successfully implement the system. Our goal was to establish a functioning tech stack for the implementation of similar systems for customers.

While we were still working on the internal project, a customer project with a similar use case developed.

In order to further develop the tech stack that had just been established, we did not split up the team. We integrated almost the entire team into the customer project and distributed the tasks of both projects.

The idea behind this was to give developers the opportunity to refine their approaches to certain topics.

With a growing team, the development effort can be expanded in other similar projects. The aim was to benefit from not having to reinvent the wheel over and over again.

We used the same tech stack, which eliminated many of the discussions we had previously had. This allowed us to start the second project effectively and present the first results quickly.

Efficiency through repetition vs. experimental approach to new ideas

Most developers don’t like doing the same things over and over again. They want to experiment and learn new things.

In a modern environment, I believe it is necessary to find a balance between learning new technologies and consistently applying proven techniques. It must be clear to employees that allowing the workforce to try new things is an investment. This investment must pay off through the application of expertise in customer projects.

In many cases, I found that developers are more interested in experimenting with technology than focusing on delivering a working solution or system.

When I learn and apply technologies, I always focus on solving a problem and delivering a working solution. Perhaps my entrepreneurial spirit is responsible for this.

Scaling of resources

By using the same team for two projects at the same time, we were able to allocate resources dynamically.

As is the case with all customer projects, more resources are needed towards the start of production. This approach enabled us to reallocate resources accordingly to avoid bottlenecks.

When I compare internal projects with customer projects, I have noticed that the team members show more professionalism in customer projects.

For me, it is a question of professionalism to treat internal projects with the same dedication as projects for customers, even if the environment is more familiar.

After a year, we had a strong team at the start and it was interesting to see how the various members developed in their areas.

We had experts for specific topics as well as members who focused on training and coaching new team members and juniors.

Initially, we only had one designer and one DevOps engineer in the team.

It was a great relief for these employees when an additional designer and another DevOps engineer joined the team. I find it very valuable to have colleagues to exchange ideas in my area of expertise.

However, one challenge remained: Finding developers who were interested in the entire overview of the project, took a market-oriented perspective and developed ideas for new features for the product. In all my projects, I only found a few colleagues who could cover these topics.

While I was working on the UI/UX of the internal project, the designer explained to me that the designs had become complex and it was difficult to keep track of them due to the many different designs.

That was certainly true, but I also had to manage the front-end and back-end code as well as the cloud infrastructure setup, which added to the complexity. I also worked on concepts for a go-to-market strategy and wrote acceptance criteria to describe the overall project requirements in detail.

The complexity of IT projects in modern environments is very high and a great deal of knowledge is required to make the right decisions and successfully complete systems.

Both projects ended up being great success stories for the team. Within less than two years, we had completed marketable MVPs in both projects.
The team members who had bullied me at the beginning were the ones who regretted my departure the most in the end.

High performers are competitive, but they also respect and appreciate those who show strong leadership and drive things forward.

During the two years, I worked continuously to refine the team’s vision and mission, its position within the company boundaries and the projects.
One of the most important prerequisites for success was the great collaboration with the CTO. The support from management for such an experimental journey was also not a given.

For me, it is crucial to always have management on board and to keep them informed about the status of projects at a reasonable frequency.

Control vs. micromanagement

Project management needs a framework of control, but not micromanagement.

If you want to be involved in all the details as a project manager, your day is not enough. Micromanagement is not an option. You need to trust the team members and give them room to take responsibility. This is a risky challenge, especially at the beginning of the collaboration. As a project manager, you need to find out who can take the lead on certain issues and then give them trust. At the same time, you need to find a way to make checks in an agile manner and make corrections if necessary.

If you try to control everything all the time, you deprive others of the opportunity to take responsibility.

As a project becomes more complex, this leads to a destructive spiral where every issue ultimately falls back on your desk and potentially derails the entire project.

There was a moment while we were concentrating on the backend when the frontend became a mess because every developer was following their own programming approach.

This led to a heated discussion and I had to clarify what I expected from each team member. The refactoring took almost a month and annoyed some developers.

Looking back, refactoring was definitely the right decision, as it enabled us to establish a uniform programming style within the team.

For me, it is very important to understand the personality of each team member, what they like to do, what they don’t like to do and what they are good at.

The philosophy of Scrum is that each team member takes on tasks independently, but I am not convinced by this approach. As a project manager, I have a clear vision of how I want to encourage, support and develop the members of the team individually. My focus is on the personal development of the developer as well as on ensuring that this leads to greater efficiency in future implementation.

I measure my success as a manager by the extent to which I have been able to promote the career and personal development of each team member, in addition to the business successes.

As a manager, you are left with many issues and a lot of work.

You need to prioritize and manage your time and energy wisely!

This story contains many insights into my personal leadership style, but focuses heavily on the aspects of team leadership.

There are many more topics to cover in the area of leadership. Stay tuned!

How do you lead? What are your stories?

Are you already using the incredible possibilities of artificial intelligence?

If you are not yet able to really categorize what you can systematically use artificial intelligence for, this case study will show you a good example.

Intro

Together with a team of 10 developers, I built a SaaS product for a client whose service consists of generating job ads from a short input prompt, which are displayed as ads on Facebook and Instagram. Potential applicants are taken from the ad to a landing page, where they enter their contact details and can thus be seen in the system and contacted.

Until now, it took a lot of effort for head hunters or companies to place job advertisements on Facebook and link them to a dedicated landing page.

This usually fell under the jurisdiction of online marketing agencies and had its price.

Background

For many, the topic of AI is difficult to grasp. We are currently experiencing an arms race between the titans in the development of artificial intelligence, where OpenAI, Google, Meta, Amazon, Tesla, Baidoo, etc. are vying for supremacy.

I like to compare the situation with the gold rush in the USA in the 19th century.

Some gold prospectors were lucky and made a fortune, while many struggled to survive. As soon as the mines no longer yielded a profit, the prospectors’ source of income dried up and they were forced to move on.

However, brands such as Levi’s, which produced tools and clothing for the prospectors and generated business from this, proved to be more stable.

They were not directly dependent on the mining sites and could operate in different places where their products were in demand.

Similarly, I focus on the application of the new AI tools and like to leave the development of the models to the big players, even though it is not that complicated to develop AI models yourself.

Content generation with AI

Everyone today is probably familiar with chatGPT as an application for individual users. You have probably already gained experience with various AI applications and generated something useful while drastically reducing the previous effort.

As a solution architect and developer, it was obvious that these new AI tools could not just be used to generate individual fragments for personal use. The major AI providers naturally allow access to their systems via APIs.

This works in such a way that an application logs in to the AI system, e.g. chatGPT or OpenAI, via authentication. The application can then send as many requests to the API of the AI system as it needs and receives a response to each request, which can then be used in the application.

We therefore developed a query prompt for chatGPT, into which the user’s job advertisement details are integrated.

The user’s entry can be as simple as “I am looking for a master baker in Zurich” or it can contain a full classic job description.

To do this, we defined which values we need as a response and in which form they should be returned. In the technical environment, JSON is a good choice for the data structure of the response.

As we have no control over the user’s input in the prompt, it is very important to first ensure that chatGPT interprets the job advertisement correctly. We therefore use the prompt to exclude everything that violates the META rules for ads on Facebook and Instagram.

We also search the prompt for specific definitions such as the job title, location, benefits and job requirements.

Prompt Engineering

You have probably already had some experience with prompt engineering and know that the more meaningful information it is given about the context of the query, the better the results of an AI query will be. To generate text, you can tell the AI how the style of the wording should be kept, for example, or you can specify that the text should be written from the perspective of an online marketer, for example.

For a job title such as “master baker”, the AI happily provides the classic requirements and common benefits in response to a nice question. Information such as geodata for a location is also provided courteously.

Creation of image material with AI

For the ads on Facebook, we also need image material. ChatGPT will be happy to provide us with a prompt for generating image material with DALL-E-3, the AI image generator from OpenAI, on request.

So as soon as we receive the answer from chatGPT, we send another request to the DALL-E-3 API for an image matching the job description, for which we use the prompt provided by chatGPT to generate the image.

Voila, we now have all the data including image material for the ad on Facebook and can transmit it to META via the API.

Of course, we also asked chatGPT to generate the dynamic content for the landing page. The ads receive the correct URL to the landing page as a target, so the right content can be displayed there.

We simplify a process and drastically reduce the manual effort so that the user can focus on the actual problem of precisely defining the job.

As a programmer, I am used to formulating instructions to computers in a clear and structured way. When dealing with AI, it is also crucial to formulate precisely, clearly and in a structured way what you expect as an answer.

Conclusion

This description uses a simple case study to demonstrate the power of AI systems.

We use OpenAI in the SaaS application because OpenAI dominated the market at the time of development. The development of the various providers is progressing at breakneck speed, so that it is of course necessary to analyze exactly which of the AI providers is ahead for a specific topic.

It also depends on the business idea of the SaaS company’s product which artifacts need to be created. In this example, we needed texts and images, but today we could always find an AI provider where we can generate presentations or audio files. Soon this will probably also be the case for videos.

One experience we have had is that the generation takes a moment, depending on the prompt and AI system.

Accordingly, asynchronous handling of request and response must be taken into account in the system architecture.

I hope I have been able to inspire you with ideas about where and how you can use AI with a systematic and automated approach in your applications.

If you have any questions or would like advice, please contact me.

Artificial intelligence: What does it take for a specific application in a company?

Artificial intelligence is in itself nothing more than an efficient form of statistical data analysis. By coupling it with a learning function, an assumption is made on the basis of already evaluated data as to the probability with which a new data set can be assigned to certain criteria. This is how the magic happens. Together with the speed of modern computers, it becomes a very powerful instrument of automation.

The reason why this technology is so important in today’s digital age is that we collect vast amounts of data. It is no longer possible to process this data using conventional means. Redundancies are accumulating in various areas. This is data with the same or almost the same content.

Nevertheless, the analysis of new data can be significantly optimized. It turns out that machines can do this much better and faster than humans in many areas.

Read more

The challenges in today’s software architecture are highly complex.

BK: This article is aimed at companies with complex software solutions with front-ends and back-ends as well as dedicated deployment processes.



The focus is on all those involved, as well as on trends and, above all, a broad overview of the technologies that can be considered for a software architecture.

In my opinion, software architecture today should be closely linked to management, just like marketing, so that architecture decisions can be taken from the top. This also requires a certain understanding of technology at the top management level.

Read more

A CMS (Content Management System) is the basis of every modern website, and a website is the basis of every company.

It is therefore important to make the right choice!

The central question is: What do you want to achieve with the website?

A distinction must be made between different cases. The three cases listed have direct implications for the choice of CMS and hosting, i.e. the place where the website lives.



I work exclusively with open source CMS. The 3 variants have their special area of application and are my favorites.



Website for marketing purposes or to create communities

For websites that are purely for marketing purposes, i.e. where a product or service is advertised, there is really only one sensible choice for the CMS and that is WordPress!

Hosting a WordPress website for marketing purposes should therefore support marketing trends and effectiveness. A top hosting product that I recommend is the Digital Business Lounge, which has been specially developed and optimized for marketing purposes.

Content is becoming increasingly important online. It is therefore important to be able to capture this as efficiently as possible on a website. Once the basic structure of the CMS has been set up, it should be possible to implement the expansion with additional content as quickly as possible. It should not only be possible for a single employee of a company to manage the website, but several should be able to work on it at the same time. They should be able to write and record beautifully designed and high-quality articles with the least possible technical knowledge so that they can be published on various channels.

WordPress is very popular among people who are actively involved in marketing. Therefore, the latest trends are promptly implemented in extensions (plugins), and these can be easily integrated into the system. This is essential in today’s rapidly changing world!

If developers first have to be hired to write extensions for your website in response to a new marketing trend, you lose time and the costs are high.

Modern funnel technology is becoming increasingly popular in online marketing. This requires landing pages and sales pages in addition to the classic website (called the authority site). They are usually implemented in separate systems, as their requirements differ from those of the authority website.

Avoid deviating too much from what users are used to on the Internet. Standards have become established that visitors can deal with. If they first have to learn how to use your website, you will unnecessarily lose many potential customers.

Templates are used to control the appearance and functionality of the website in WordPress. A large number of ready-made templates are available, which also come with their own special set of extensions. It only makes sense to develop such templates yourself if you have to adapt the design of the website to a rigid CI/CD (corporate identity/corporate design). If this is the case, I advise you to reconsider this whenever possible and adapt it to the possibilities on the web. Normally, you make life unnecessarily difficult for yourself with special fonts and designs and incur costs.



Website with large volumes of hits (advanced case)

If, for example, websites serve large events and have to cope with 100,000 or more hits from all over the world at peak moments, normal hosting infrastructures are no longer suitable. Even WordPress may then no longer be an option.

If such websites are involved, it is very likely that only the large cloud providers Amazon AWS and Google Cloud will be considered for hosting. They provide distributed server farms worldwide where the load, i.e. the access volume, can be distributed dynamically. It is charged according to the cost structures of the two tech giants on the basis of access and access volume.

For websites that have to deal with such peaks in traffic, it is particularly important to pay attention to the optimization options. The more dynamically components can be integrated into a CMS or removed, the better. This requires practical load tests in a preliminary test. Above all, tests should be carried out with a much higher load than that which must be assumed in reality.

I suggest Drupal (based on PHP and extendable with Symfony) or Django (based on Python) for such a website. But there are also CMS systems based on .Net. In my opinion, it is relevant in such a case to exclude everything that is superfluous or to encapsulate it in such a way that micro services are only loaded when necessary. This applies to both the backend and the frontend (today mostly written in Angular or React).

The following considerations should be included in an evaluation:

– Are developers for the initial development and the extension available on the market and what is their price?

– Is the CMS being actively developed and can it keep up with competing products?

– Is the CMS well documented, or is there an active developer community?

– Are there possibilities for support from a manufacturer, even if the CMS is open source?



Website as online store

There are various options for web stores and eCommerce, depending on the size and objective.

Here is a comparison of 15 leading platforms.



Big Commerce

For a new, larger online store operated by a retailer in Switzerland, I suggest BigCommerce first. BigCommerce covers all classic cases of products.



WooCommerce

When it comes to selling clearly defined products, a clean and easy-to-maintain store can be set up with WooCommerce on the basis of WordPress. Like the WordPress website itself, the hosting can be built on the hosting of your choice. In this case, I also use the Digital Business Lounge, which has been specially developed and optimized for marketing purposes.



Drupal Commerce

If Drupal 8 is used for the website, the Drupal Commerce module can be used, to which all necessary eCommerce components can be added as modules on the basis of Drupal.





WooCommerce, Drupal Commerce and BigCommerce offer the possibilities for selling both digital and physical products.



Shopify

Another interesting solution is Shopify. Shopify is a webshop builder, i.e. a system that you host at Shopify.com. This store solution is prefabricated and ready for operation.

The product is licensed as a subscription. This solution is particularly interesting for operators of stores selling physical products outside Switzerland, as it allows retailers to store products directly on Amazon and have them delivered to the customer via Amazon FBA.







What does a CMS do?

A modern CMS gives you the opportunity to publish content on the web. It organizes them according to the requirements of search engines and social media!

Visitors should be able to find their way around your website. You should be able to direct these visitors to the right content.

A CMS is an application that, simply put, has the task of making the content of a website easy to edit and displaying it beautifully on the web. The aim is also to ensure that the content can be easily found by people searching for your content via search engines. In modern CMS you have the possibility to create articles almost like in Microsoft Word, only with the difference that these can then be published on the web.

A CMS is not the same as a website builder, e.g. Wix, Shopify or Jimdoo. With such solutions, only the most important functions are activated and you are limited accordingly. In addition, you do not have full control over the website and pay a subscription fee to use it. For companies, this is only recommended in special cases.





My favorites



WordPress


WordPress is the favorite in many cases. There are good reasons for choosing a different platform.

WordPress has grown as a blog system, which is primarily about writing and publishing articles.

Developers claim that they can do anything with WordPress. However, I am rather skeptical when it comes to abusing the system.

WordPress is not designed for structuring data. There is no clear form of how data can be cleanly separated and stored in its own fields.

The number of ready-made themes for the presentation is huge. Unless there are good reasons, one of these themes should be selected and used as a basis.

Of course, you can also develop your own themes and plugins.

Major adjustments to existing themes are rather laborious and can be very time-consuming, with an uncertain outcome.



Drupal 8


Drupal has been running flawlessly for me for 4 years and updates are extremely easy and very stable via the terminal. Once set up, it is a reliable companion.

The Drupal CMS is based on PHP and the PHP framework Symfony.

What I appreciate about the development is the great flexibility and that everything is very structured. This has been further optimized in version 8 in contrast to version 7. The introduction of version 8 took a relatively long time because the system was almost completely overhauled in order to be ready for the future.

What speaks in favor of using Drupal is that version 8 consistently uses the Symfony Framework as a basis for expansion with PHP in-house developments. This means that there are no limits to expansion.

Drupal is to be understood as a backend for a larger web solution, which also allows special requirements for the frontend without any problems. This means that nothing stands in the way of the use of technologies such as Angular or React. Various interfaces to other systems can also be built. These can be ERP systems or special media libraries, for example.

What speaks against its use is that the developer community is not very large, especially in Switzerland, and developers are expensive.



Django


Django is actually a framework based on the Python programming language, but also offers the possibility of setting up a very stable and versatile CMS.

Python is becoming increasingly important as a programming language and the developer community is growing steadily. This is very relevant in the environment of professional and specialized web solutions. Developers, like other employees, are under pressure not to get bogged down with old technologies. Accordingly, the best will adapt to the trend.

This should be analyzed very carefully during the selection process when it comes to commissioning a larger system.

In my opinion, Django is the alternative to Drupal 8. Just like Drupal, it opens up the possibility of supplying complex front-end solutions as a back-end, as well as providing interfaces to other systems.

The developer community is large. The prices of developers are usually lower than those for Drupal developers.





Conclusion

WordPress is the right choice for most websites. The fewer special requirements are specified, the better the website performs and the faster it is developed. The focus should be on ensuring that the website meets current marketing trends. For example, pop-ups for newsletter subscriptions and SEO (Search Engine Optimization) should be integrated. At the same time, the focus should be on creating landing pages and sales pages separately and using email automation.

The basic system for large web solutions must be evaluated in detail. I am happy to support you in the evaluation as well as in the implementation of the proposed systems.

Funnel is the buzzword of 2019 in marketing. What does this word mean and encompass?

Funnel means “funnel” in German.



The concept of a funnel

Put simply, a funnel is about filtering out the customers who are ready to buy your products from the many possible customers.

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Just like the website, e-mail has become the standard in the online world and in digital marketing and, in my view, the basis.

For years, there has been a recurring discussion as to whether e-mail will lose its relevance at some point because, as we know, the younger generation also communicates via all other channels.



My position on this is as follows:

The website and the e-mail address belong to me privately or to my company. Both the website and e-mail addresses are independent of a provider, its welfare and its contracts.

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Videos are the most important marketing tool in 2019!

Forget the classic sales videos. It’s not about advertising your products with polished 20-second clips.

TV COMMERCIALS ARE OUT!

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Hacker attacks, fraud, blackmail … all terms that are constantly in the news.

The big question is: How to deal with hacker attacks?

You are probably well aware of the annoyance caused by spam e-mails in your mailbox, where the unprofessional character is clear at first glance.

Never open attachments to e-mails and never click on links where the sender of the e-mail is not clear!

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