In Ragan’s inaugural CommTech Report released this year, 44% of respondents reported that decision-makers object to the adoption of a new tool because leaders don’t understand what’s needed. How can communicators help break down this barrier?
During last month’s Future of Communications conference, Ragan editor Sean Devlin moderated a conversation with Stephane Aknin, VP of creative and content at Prudential Financial, and LumApps Product Marketing Manager Mary Kaplan, to find out.
Here’s what we learned.
Understanding ownership beyond checking a box
Kaplan began by acknowledging that the disconnect often starts when tools are owned my multiple teams.
“So a lot of times your tools become unloved,” she said. “They’re a little too stale for too long. It’s not a place where people want to spend time.” Leaders won’t often see this because they don’t use the tool to understand what’s sufficient and what isn’t.
“Maybe you have an intranet and you can check that box,” she continued. “It provides some information, the search is okay, the mobile app is okay. But it’s not really a tool that’s truly engaging people or making a large impact. It’s not a tool that people want to spend time in.”