Build Your Digital Business Future€¦ · Build Your Digital Business Future Tim Sheedy, Principal...
Transcript of Build Your Digital Business Future€¦ · Build Your Digital Business Future Tim Sheedy, Principal...
Build Your Digital Business Future Tim Sheedy, Principal Analyst
September, 2016
Digital businesses win, serve, and
retain customers by continuously
creating and exploiting digital assets to
simultaneously deliver new sources of
customer value and increase their
operational agility.
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Digital business is different
Bolt-on Digitally enhanced
products and services
Functional efficiency Cross-functional
agility
Safety and cost
reduction
Speed and
innovation
Digital
touchpoints
Operational
Excellence
Technology
attitude
Digital business Traditional business
Better products Enhance customer's
ecosystem of value Value proposition
Predator?
Or prey?
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The percentage of
companies pursuing
bolt-on as digital
strategy
The percentage of
companies learning
to create new value
through digital
27% 48%
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Customers value outcomes
Old New
Digital prey Digital predator
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The digital transformation journey
Progress so far
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Sales not influenced by digital
Sales influenced by digital
By 2020,
47% of execs expect
digital to influence
>50% of sales.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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By industry, B2B will see a dramatic shift
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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Big companies will see the most disruption
Large orgs must
learn to become
agile and
innovative.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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Just
26% of CEOs set
a clear vision for
digital to employees.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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25% understand potential
for digital to change
how the company
creates and delivers
value to customers.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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21% have the right
culture.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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21% have the right
people defining strategy.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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19% have the right
tech.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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16% have the right
people and skills to execute.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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14% have the right
processes.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
You need a digital strategy…
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This is not the answer.
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Roadmap ≠ Strategy
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Components of strategy
Business strategy
Digital vision
DCX
strategy
DOX
strategy
Business case
Capability map
Organization
Culture
Technology
Measurement
Business strategy
Digital vision
DCX
strategy
DOX
strategy C
om
po
ne
nts
of
the
str
ate
gy
Bu
ild
ing
blo
ck
s o
f
ex
ec
uti
on
• Current and future state capability maps and benchmarks
• Future-state organization structures
• A stakeholder map
• An education plan
• An innovation strategy
• Architecture viewpoints linked to journey maps to highlight critical
technology transformation or risks
• A customer-centric KPI framework
• A data architecture to define required services and APIs
• Key corporate strategic objectives, such as new market entry, new
product development, existing market efficiency, etc.
• Video, powerpoint, highly engaging assets
• Journey maps
Business case • Proof points
Capability map • A graphical representation of the as-is and to-be capabilities required
to support the business.
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While companies face a wide range of widening skills gaps …
…Vision,
Strategy &
Culture Are #1 Source: “Organizing Your Digital Future” Forrester report
Find partners who can transfer skills
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Accelerate by changing employee metrics
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Marketing owns many digital activities . . . working alongside tech mgmt . . . and digital/eBiz teams
Digital business is a team sport . . .
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester report
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Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester report
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Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester report
Digital business transformation is a journey,
not a destination.