The common mistake large brands make in cloud migration

Moving to cloud is often seen as a natural step for large brands modernising their IT infrastructure. Yet a recurring failure is the disconnect between IT and business objectives. This article explores that problem based on errors observed across several enterprise accounts during their cloud transition.

When IT leads without the business score sheet

In many organisations, the decision to migrate to cloud is primarily driven by IT. Enthusiastic about adopting cutting-edge technology, IT does not always account for the strategic and operational dimensions of the business. This misalignment leads to technology choices that do not meet the real needs of commercial and operational teams.

For example, a luxury brand we worked with chose a cloud solution promising flexibility and economies of scale. But the deployment met internal resistance because commercial teams had not been consulted on their specific data management needs. The resulting friction slowed adoption of the new platform.

The need for an integrated cloud strategy

To avoid this kind of dysfunction, it is critical to develop a cloud strategy that integrates perspectives from all stakeholders. This means involving business owners from the first phases of the migration project, to ensure technology choices directly serve commercial objectives. IT must act as a facilitator, translating business needs into technical solutions.

A global consumer goods company succeeded in its migration by running co-creation workshops bringing IT and business together. This collaborative approach produced concrete use cases validated by all stakeholders, and facilitated smooth cloud adoption.

Measuring and adjusting continuously

Once migration begins, regular feedback mechanisms are essential. Measuring the impact of new tools on business processes and staying agile in response to necessary adjustments is imperative. The large brands that succeed in cloud transition are those that adopt an iterative approach, constantly testing and adjusting their strategy based on ground-level feedback.

Cloud migration does not reduce to a technical question. It is an enterprise project requiring a clear strategic vision and constant alignment between IT and business. By avoiding the purely technical solution trap, large brands can maximise the benefits of their cloud transition and lastingly transform their operations.