Great article:

Today's UX teams, whether focused on enterprise or consumer products, must be strategic to understand the business opportunities while still being tactically focused to execute pixels with precision. This requires a new cross-disciplinary approach, bringing together  business strategy,  content strategy,  interaction design, market research, data analysis, and technical expertise, among other skill sets.

The risks of not evolving UX teams to meet these needs will become quickly obvious for organizations. Brands that get it will break out of the pack with richer and more engaging experiences, proven business results, and design efficiencies that will inherently make them more successful. Brands that don't adapt will fall behind, under serving their brands, their users, and ultimately their bottom lines.

Read on…