Digital transformation requires a strategic framework that takes into account business model, market, customer and corporate digital vision. The transition is implemented following the requirements of a customized process model.

1. Copyright@CE-Consulting Group 2016
Sales and Digital Strategy: A
Framework for Change
2016

2. 1Digital Strategy
Agenda Sales and Digital Strategy
1. Challenge
2. Hurdles
3. Solutions
4. Framework
5. Process Model

3. 2Digital Strategy
Challenge
Benefits of digital transformation
are discussed controversial in
top management.
The reasons are
Revenue, profit and
cost-saving potential
are often not
transparent
Investments in
innovative technologies
are more critically
examined
For prospering
companies the urgent
need for a transition is
often not obvious
Organizations have a
natural systemic inertia

4. 3Digital Strategy
Hurdles
Abandoning proven
success patterns
and introducing
new structures,
processes or
technologies is
complex
If there is no
external pressure,
such as margin
erosion or declining
revenue,
organisations are
reluctant to change
Many executive
have a certain
aversion towards
the “everything
goes" pitch made
by some industry
gurus
Confronted with
serveral hypes per
year, CxOs develop
an advisory
resistance
Major projects: flop
probability
increases with size
and scope

5. 4Digital Strategy
Recommendation
Systematically
plan changes
and set priorities
Test new
methods and
processes to
verify their
business
contribution
Digital
transformation
projects must be
evaluated as
any other
investments
Are the
expected
potential
benefits
achieveable?
A strategic
framework and
process model
are mandatory
for a successful
digital
transformation

6. 5Digital Strategy
Framework
A strategic decision what has to
be implemented is mandatory,
whether it is about modifing
processes, expanding sales
skills or implementing agile
projects structures.
Digital transformation
relates to sales structures,
processes, methods and
technologies
Start with an status
assessment to
• determine strengths and
weaknesses
• assess risks and challenges
and
• quantify business potential

7. 6Digital Strategy
Framework
Digital Transformation requires a
strategic framework that takes into
account
• business model
• market
• customer
• corporate digital vision

8. 7Digital Strategy
Audit the digital status
Develop a strategic vision
Assess benefits, costs and
risks
Create a roadmap
Plan, implement and monitor
projects
Establish feedback loops:
assess the progress
Process Model

9. 8
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Consulting
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Dr. Manfred Kauffmann