Success is going to require greater focus on first finding and then placing this talent further LEFT in the client-agency process to reduce friction down the line. Shift Left manage the careers of talented leadership who have a rare blend of creative sympatico combined with commercial and data savvy, who are CMO-friendly, and come with international omnichannel production, connected technology ecosystems and process expertise. For agencies to compete is going to take new, evolved structures, new operating models and differently-skilled talent. Many creative agencies were simply not set up for the content-heavy omnichannel CX world. Delivering on time and on budget at the intersection of how and where data, technology, creative and content are executed. Giving back more time to nail the creative. Excess bits shifted off to the left are discarded, and zero bits are shifted in from the right. When used correctly and empowered, Shift Left will ensure agencies have the right scope, the right resource, robust client engagement principles and processes, understand the content planning needs and the omnichannel content and MarTech delivery interdependencies. The left shift ( <<) operator returns a number or BigInt whose binary representation is the first operand shifted by the specified number of bits to the left. Making sure the product is fit for purpose and tested under stress, with the focus actually on prevention rather than detection of failure.Īpplying Shift Left thinking to the agency process means thinking wider across the end to end customer engagement content needs, involving all the functional client and agency departments earlier and throughout the strategic and creative process. Shift Left is a software development philosophy that places critical importance on cross-functional testing earlier and often in the cycle versus only immediately prior to release. We looked to the software industry for inspiration. (Here’s a decent overview of 'shift left testing models with links to explore more. Since that process is often diagrammed left-to-right, shifting left implies shifting testing earlier in the process. Delivering truly Omnichannel Customer Experience frameworks present a seemingly impossible challenge to the modern marketing and their agency partners: the need for more content, faster, across ever-more channels, with no more budget.Īs Einstein’s definition of insanity tells us, we are not going to solve tomorrow’s challenges with the same solutions that got us here. The concept of shifting left is simple: you’re moving testing to earlier stages of your development process.
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