Celebrating the Business Decision Maker

maio 19, 2015

It’s about more than enabling; it’s time to celebrate the business decision maker

The idea of the great technology evolution is not a new concept. One doesn’t have to reach very far back to understand how far we’ve come in such a little time. It’s as if technology ages in dog years. A single calendar year is like seven for the life of a computer. From year to year, tech makes such drastic changes that what was initially considered groundbreaking is soon old news. We’re always hungry for more. Just look at the iPhone, high speed internet, or the very screen that pops up when you first turn on your computer in the morning. Remember this?


Systems of Record

But some changes have had a more profound effect on the way we do business than others. I've recently been thinking about something Microsoft CEO Satya Nadella spoke a bout in his opening keynote earlier this spring at Convergence 2015. Nadella discussed the different eras of computer systems: the Systems of Record, Systems of Engagement, and Systems of Intelligence.

The dawn of computing brought about mainframes to help automate things such as accounting and finance, and ultimately helped companies scale their businesses. This was the age of Systems of Record. Minicomputers emerged which democratized manufacturing automation. Then the real power of business systems came in the client-server era. Computing evolved into a much more universal role inside companies.

It’s this period that enterprise planning systems automated everything in the organization. Everything from HR to finance to manufacturing was digitized. These departments that were traditionally compartmentalized and siloed were suddenly brought together in one overarching digital fabric with the ERP system. Industries such as supply chain management saw a new level efficiency unlike anything before.

Systems of Engagement

The breaking down of company silos directly affected organizations’ ability to interact with customers in new and exciting ways. This is the rise of the Systems of Engagement. New web and mobile devices helped organizations reach far beyond the traditional boundaries to essentially digitize every interaction with customers and partners, making it possible to track and study these interactions.

At TARGIT we use twitter, Facebook, Google+, and LinkedIn. We blog and share notes on social platforms to reach and interact with customers, partners, and even internal TARGIT employees in meaningful ways. Our user community and portal are also critical Systems of Engagement for us. TARGIT developers and users share their problems and their skills in helping other users troubleshoot or learn new skills. We’re not only fostering conversation, but relationships. And we’re measuring and monitoring the data these interactions create to continue to foster even better engagement.

Systems of Intelligence

According to Nadella, we are now at the dawn of a new generation of business systems with the advent of unlimited computing capacity in the cloud and rich new data platforms that can reason over data in real time. This is the age of Systems of Intelligence.

Departments no longer sit in isolation. Companies are able to build on that existing digital fabric from the Systems of Record and Systems of Engagement and create a single, cohesive feedback loop. All the digital information we have drives top performance in real time. 

Static systems are a thing of the past. Instead we have learning systems in which everything is intelligent. Today, every person in every organization is empowered to achieve more. 


“The idea in a world of big data is to recognize these small patterns and insight and then to act on it.” - Satya Nadella

At TARGIT, we’ve understood the importance of Systems of Intelligence for quite some time. It’s not so much the dawn of a new generation of tech, but the systemic organizational embrace of the tools that empower decision makers to make faster, more intelligent decisions. After all, that’s what the Decision Suite was designed to do. We’ve been in the business of intelligence for decades.

We’ve constantly evolved our toolkit to include the capabilities you need to connect everyone with the data they need interactively and in real time. The feedback loop that Nadella talks about in his keynote are the Action Loops we help users put in place for better, more informed decision making.


True business intelligence is designed to optimize the spinning of the feedback loop, making business decisions and processes run as quickly as possible. The more data-driven a company becomes, the faster the loops spins and the faster decisions are able to be made and actions are able to be taken.

Every decision within a company should travel through the four stages of Loop: observation, orientation, decision, and action. BI takes data from a company’s many disparate systems and feeds them all into the loops. This is the single digital fabric. At any given time, a company will have dozens, if not hundreds, of loops spinning at the same time.

Natural side effects of the Action Loops are increased organizational learning and continuous process improvement. Learn more about the Action Loop and how you can establish the right loops within your company in the 40-minute on-demand webinar, "Revamp your Business Decision Process."

This is the age of the empowered decision maker. We’re not only celebrating them, we’re celebrating a better way to do business.

Gitte Sandlykke

Gitte Sandlykke

As TARGIT CMO, I work at the exciting crossroad of business intelligence and global marketing innovation. I have the honor of working with a diverse and extremely dedicated team of marketers within the areas of Market Intelligence, Branding, Content, Web, PR, Campaigns, and Social Media. My constant challenge is to look ahead, and to consider all the elements of a com..
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