Change is hard, especially when that change involves an entire organization and how it delivers to customers. One way to sell change is to show consumers the benefits in the real world. Companies making the digital transformation especially need to see what advantages the future holds, according to Austin Miller (pictured), director of product marketing, Oracle Marketing Cloud, at Oracle Corp.

“One of the best things is the way we’re talking to our customers about how they can use our products,” Miller said.

He spoke to John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile live-streaming studio, during this week’s Oracle Modern Marketing Experience in Las Vegas, Nevada. He discussed integrating marketing into the digital transformation. (*Disclosure below.)

Driving change beyond marketing

Technology is finally at the place where marketers can see the value of the stack, Miller explained. This is something the tech market wasn’t able to deliver until recently. Now, digital tools are something they can use with an optimistic view. However, unless a vendor can prove their use cases, they won’t see much customer adoption.

In reality, proving the strength of the technology in a use case is what spurs the organizational changes needed to make integrated marketing possible. Without proof, it’s hard to convince people to transform their companies around this new technology.

The truth is, customers don’t see a store, an app and email as separate things, Miller stated. They’re all part of the brand. Marketing needs to go beyond, into sales, services and the store. That’s the next step. “It’s about how we can bring this experience across the full spectrum,” Miller said.

Organizations need to be set up so they can adjust to this new perspective on marketing. Specific channels and departments must be broken up and people have to start thinking in terms of how the company as a whole communicates. The company has to think across multiple channels, including advertising, to make it work.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Oracle’s Modern Marketing Experience. (*Disclosure: TheCUBE is a paid media partner at Oracle’s Modern Marketing Experience. The conference sponsor, Oracle, does not have editorial oversight of content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE