The Crisis of Disconnection: Why It’s Time to Rethink Your Growth Strategy [HubSpot Data].

29 Nov

Written by: John Wylde

This post is a part of The Crisis of Disconnection, a thought leadership series examining the latest research and insights to uncover how businesses can meet their growth goals, even amidst unprecedented changes to the way we work.

If you’ve been following along, we’re glad you’re back. If you’re just joining us now, we’re glad you’re here.

To recap, here are four things keeping the savviest leaders we know up at night:

You’ve seen the data. You’re tracking the trends. But how will The Crisis of Disconnection manifest in your business?

Let’s take a closer look at the three overarching disconnects with material impact on scaling companies:

What’s not pictured, and adding a sense of urgency to it all? The macroeconomic fluctuations that seem here to stay. Oscillations in supply and demand, rumors about an impending recession, and decreased access to capital are causing leaders across industries and functions to re-evaluate how to invest in growth.

Let’s consider each core complexity — and its consequences.

If having a streamlined tech stack with clean, connected data feels like an increasingly pressing priority, you’re one of many re-examining their CRM solutions (for good reason).

Consider the Impacts to Your People

Impact 1: Proliferating tools are creating complex, bloated tech stacks that are increasingly hard to use, integrate, and maintain.

Impact 2: Disconnected systems lead to decentralized data, which causes teams to spend more time searching for answers and less time focusing on high-value activities.

Impact 3: Frequent context-switching results in productivity loss at every level.

Consider the Impacts to Your Bottom Line

According to our research, companies with less connected data & systems are seriously disappointed in the ROI of their tech stacks:

But why does connection & integration of your tech stack make such a difference to ROI? To answer that question, let’s take a look at how ROI is calculated:

As you can see in the equation above, total cost of ownership is one of the major factors in ROI  — as TCO increases, ROI decreases, fast.

So, even if a business is getting the same gains from their tech stack, using too many point solutions is likely going to decrease their ROI compared to a company that has consolidated more of its tools on a single platform.

As you may have guessed, disconnected systems don’t just lead to disconnected data — they also contribute to feelings of disconnection between teams.

There have been some upsides (access to more diverse talent, time saved commuting, meetings attended in pajama pants), along with some challenges.

What does this mean? The playbook for attracting, supporting, and retaining employees is — you guessed it — changing.

Employees clearly crave connection and are more likely to feel dissatisfied without it. What’s equally true? Creating moments of connection is more challenging in an increasingly remote world run on siloed systems and partially accessible information. And as The Great Resignation is already showing, the consequences of ignoring how employees feel — inside and outside of work — won’t be insignificant.

If you’re getting the sense that these disconnection challenges are compounding, you aren’t wrong. Disconnected systems, data, and people are all contributing to another problem — brands are facing more hurdles as they try to connect with their customer base.

Before we double-click on the data and what it means for you, here’s a high-level summary (with a spoiler: what worked then won’t work now):

In case you don’t want to take our word for it:

So where does that leave today’s go-to-market teams?

In the final installment of this series, we’ll cover the most important question of all. Now what?

Stay tuned for our next post, and in the meantime, learn how HubSpot can help you connect all the dots.