Wrong question: greenfield or brownfield

The decision between a greenfield and brownfield approach is considered a strategic milestone in many companies. However, according to the latest „Transformation Study 2026“ by data transformation specialist Natuvion and NTT Data Business Solutions, it is often the first planning error in a migration.

Flexible migration strategies

This is because many companies still assume that transformation projects can be fully planned from the outset. The reality is different: Strategies often change fundamentally during the course of a migration. According to the study, 71 percent of companies adapt their migration approach while the project is still ongoing. What's more, major transformations are marathon projects. The study shows that 44 percent of large-scale IT transformations in the USA take between one and two years. During this time, business models, regulatory requirements, data landscapes and internal priorities are constantly changing. If the original plan becomes obsolete as a result, a rigid strategy quickly becomes a risk. Nevertheless, many companies start with a binary fundamental decision. In the USA, 17% of companies opted for a greenfield approach - i.e. a complete restart - while 39% opted for brownfield or „lift and shift“. Worldwide, the figures are 20 percent for greenfield and 34 percent for brownfield.

According to the study, what looks like clarity at the start of a project often turns out to be deceptive security. This is because neither greenfield nor brownfield are inherently designed to react flexibly to new requirements - for example, if missing data, complex legacy systems or additional compliance requirements suddenly emerge months later. „If a strategy is too rigid to adapt, it falls apart. The consequences are delayed schedules, exploding budgets and slowed innovations. Failure is then not due to poor implementation, but to an initial decision that is too rigid and does not meet the dynamic requirements of modern companies,“ says Joanne Lang, CEO of Natuvion Americas. The decisive factor for the success of a transformation is therefore not the original plan, but the ability to adapt it without having to restart. This is precisely where the „Selective Data Transition“ approach comes into play.

Lift and shift with precision

If there is a lack of flexibility, the risk already arises at the start of the project. A greenfield approach must also ensure that existing data and processes can be subsequently integrated at any time as soon as they become relevant. Conversely, a brownfield or lift-and-shift approach requires maximum precision so that data can be excluded or restructured without jeopardizing the core systems. (Source: Natuvion)