Day by day we read many articles about digital strategies, visions and so on…. This is theory! But how do you bring “Digital Transformation” to the road?
First of all, Digital Transformation and IoT are playing in this 3 fields:
- New Products and Services
- Simplifying and shorten processes (mainly driven by IT)
- Customer Experience
Digital transformation is a global change in thinking and processes first and then in IT (while IT is one of the most important points). Doesn’t matter if your business is consulting or you are setting up your own marketing. Working top to button is important! It’s also important who you ant to address in a company. Here’s a great statement from Russel Honore which states the different direction to address:
“Leadership is working with goals and vision, management is working with objectives”
Keeps this in mind in the following lines.
Be aware of point 1 to 3 in each following step, but don’t spend to much time on them. Put your customer in the center of point 1 to 3 and keep this always in mind for your strategy, if you define the roadmap and the objectives / key results you want to achieve. I do not want to focus on this OKR Model for now. If you are interested in more, please read this post.
So how to start now? It’s about these 4 steps:
- Which issue is your (marketing) message addressing and how does you solve it for whom?
- What does you know about your target group and what not? Which information are key to understand your customer? Where do you have these information stored and / or how do you get them? Your (marketing) success is based on your know-how about your customers. If you know them it’s easy for you to address the right solution and find the right marketing message.
- Think about how your customers define their success. Your tracking should be ready to measure this all the time.
- Finally think about what’s your advantage against your competitors?
Now your are set-up to look at the people (internal), the processes and technical (software) solutions you need. Your are in the phase of designing the project. You bring in the stakeholder the first time to finalize the strategy, define the roadmap and the key results. Here we go… that’s your RFI / RFP for the choice of the right vendor (agency, software, etc.).
This RFI / RFP now is NOT based on features & functions, it’s based on targets!!
In this phase most important are data:
- Where are the data stored
- How to bring them together
- How to make them usable
Keep your time here to define your IT strategy. Keep flexible and ready to change things. The market is still changing and your set-up needs to be ready for the future. This means:
Maybe you don’t think about big data and real-time data exchange today. Your system should be ready to switch to it later on which means centralize your data and reduce data silos instead of multiplying them.
You should thinking where to store the data you use. Is there a need to do it in your own data-management-platform (DMP) or somewhere in the cloud? Which performance is there behind? Big data, real-time use or complex data-modeling needs a different database. So if you think about future needs you safe money and time if you set on the right IT environment, if not you need to change things later on and buy another database license.
This is just one example, but it shows how complex your project “digital transformation” is. If you are less experienced here bring in the right people to help you drive your project quickly in the right direction to save money and time.
In this article I have extended the pyramid and have a different look on it.