1. Successful Digital Transformation
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11 September 2015

2. • Why Digital Transformation?
• What is Digital Transformation?
• What’s happening out there?
• What are the implications?
• Dealing with the implications
• An invitation
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Agenda
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Why Digital
Transformation?
“Those enterprises that ignore
digital transformation risk
terminal decline, because
digital will become customers’
communications channel of
choice in the future.” - Ovum

4. “It’s so easy, even an ill, hormonal blonde
can use it.” – Claire Oddey
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A Tale of Two Retailers
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 Delivery
 In-store experience
 Product range
 Price

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What is Digital Transformation?
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“Visible wholesale restructure to avoid a
tipping point caused by digital technologies
and downstream market effects.”
“The realignment of, or new investment in,
technology and business models to more
effectively engage digital customers at every
touchpoint in the customer experience
lifecycle.”

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What is Digital Transformation?
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• Digital platform procurement
• Customer experience and journeys
management
• Cross-channel marketing capabilities
• Integrated customer data management

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2015 Survey of 50 CEOs
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Legacy Enterprise Systems
Departmental
Systems
Point Solutions
Integrated,
organization-wide
digital capabilities

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Early Days for Most
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CEO Appointees
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Have you nominated an executive to
drive the digital business transformation
agenda?
Who have you nominated?

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Digital Transformation Challenges
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Collaboration is critical
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Marketing IT
Language Marketing Technology
Drivers Revenue delivery Policy/standards/process
Approach Execute Assess
Considerations Usability IT architecture
IT attractiveness “Wow” interface and graphics Functional richness/scalability
Speed of IT delivery Need it now Depends on priorities/workload
Measures of success Leads and conversions Project completion/go live
Thinking Right brain Left brain

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Confusion over timescales and budgets
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Leading Digital Marketing Platform Vendors
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Technology
Execution

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Implications
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Strategy
Technology

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Dealing with the Implications
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16. Invitation to participate in research
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17. Topics:
1. Readiness – drivers, objectives, plan
2. Capability – skills, resources,
relationships
3. Vendors – finding and managing
4. People/culture/technology gaps –
identification, closure
5. Priorities and scaling – early wins,
lessons learned
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Invitation – Research Participation

18. • Understand your digital transformation
readiness and capability
• Learn how others are transforming –
what is working and what isn’t
• Benchmark your organisation against
your peers
• Get some ideas you can put into
practice: the first few key steps
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The Research – What’s In It For You?
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