Accenture’s Acquisition Of Droga5 Gives It An Edge In Consultative Sales

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Accenture Interactive has sure accelerated its mission to bridge the gap between brand promise and customer experience through transformative experiences by acquiring creative agency Droga5. According to experts from both IT and advertising fields, the acquisition would give Accenture an edge in consultative sales.

Talking about the acquisition, Sanchit Vir Gogia, Chief Analyst, Founder and Chief Executive of IT Research firm Greyhound Research, says that digital acquisitions are the flavour of the season for IT services firms looking to diversify.

“The focus on design thinking is a significant move away from traditional outsourcing deals and models that focus only on infrastructure projects or application-led deals,” remarks Gogia.

Referring to research at Greyhound Research, Gogia says that 50 per cent of the IT budget will lie with a non-CIO (Chief Information Officer) person by 2020.

“So you’re (most likely) talking to a CMO (Chief Marketing Officer), or CHRO (Chief Human Resources Officer) or CFO (Chief Financial Officer) for business. If you have to speak to a CMO, you need to be able to speak experience and immersion, and not just IT,” he explains.



Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, a Global, Award-Winning, Technology & Innovation Research & Advisory firm. To read more about him, click here.

Have a question on this or other Technology & Innovation topics? Click here to set up an enquiry call with Sanchit Vir Gogia.

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