#65 - Why Bad Implementations Kill Good Tech — and How to Fix It

From Strategy to Execution — Rob Smith on Unlocking Digital Transformation

In this episode, I sit down with Rob Smith — founder of Fractional Digital, strategic advisor, and fractional CMO — to unpack what digital transformation really means for mid-sized businesses and manufacturers. With a career spanning 3M, global marketing ops, and building four companies of his own, Rob has seen firsthand how companies waste millions chasing tools without a strategy.

We cover:

• Why transformation fails when tech is bought before process and people are aligned
• The “two-in-a-box” method to end the sales vs. marketing blame game
• How Ella, his SaaS platform, helps fractional CMOs compress 8 weeks of work into hours
• Why there’s no bad technology, only bad implementation
• The financial upside of fixing operations before scaling growth
• How to align global tech stacks while staying agile in local markets

🎯 Key Takeaways:

• Digital transformation is about people → process → technology (in that order)
• Most companies don’t need more tools — they need to connect the ones they already have
• Profitability gains often come from the middle of the P&L, not the top line
• Embedding marketing and sales under shared KPIs unlocks growth
• AI should be seen as augmented intelligence — a thought partner, not a replacement

This episode is for leaders navigating tech overload, founders scaling without burning cash, and marketers who want to connect strategy with execution for real business outcomes.

🔗 Connect with Rob:

• LinkedIn
• Fractional Digital
• Ella Ai

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