Crafting a Digital Strategy: A Process & Checklist for Digital Strategy Development
Ed TerpeningIndustry Analyst, Altimeter
@EdTerpening
Aubrey LittletonResearcher, Altimeter
@AubreyLittleton
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WORLD-REKNOWNED TALENT
Altimeter's principal analysts and authors, Charlene Li and Brian Solis, have authored much of the influential research on critical digital and technology topics.
Altimeter, Prophet’s analyst team, helps clients understand and respond to digital disruption
A UNIQUE COMBINATION
Altimeter’s research-based frameworks, combined with Prophet’s world-class consulting capabilities come together to create deep digital expertise and helpclients bridge the gap between strategy and execution.
LEADING-EDGE INSIGHTS & BEST PRACTICES
Our digital strategies are grounded in best-in-class research covering digital transformation, social business and governance, big data, customer experience, content strategy,and the Internet of Things.
Charlene Li Brian Solis Susan Etlinger
Ed Terpening Omar Akhtar Aubrey Littleton
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Welcome!And thank you for joining us.
@EdTerpening @AubreyLittleton
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Polling Question
What best describes your digital strategy state today:∙ No plans∙ Planning now∙ Executing strategy∙ Scaling & measuring results
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Digital Transformation
The realignment of or new investment in technology,
business models, and processes to more effectively compete in an
everchanging digital economy.
Digital Strategy
A plan of action to achieve business objectives using digital
technologies
Our research report identifies a phased approach, questions to ask, and the barriers addressed at each phase
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Developing a Digital StrategyThe best strategy answers the right questions: 7 steps to guide you.
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CATALYSTLEADERSHIP CHAMPION
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TEAM BUILDING3RESEARCH & BENCHMARK4STRATEGY CO-CREATION5STRATEGY SYNTHESIS6ALIGNMENT7
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Key Factors∙ Market forces (external)∙ Cultural shift (internal)∙ Competitor moves
Outcome∙ Identify driving forces for
digital moves
“The benchmarks for customer experience are not necessarily
being set by organizations in your industry.
They’re being set by companies like Amazon, Uber and Netflix.”
Katharine EnglishChief Marketing & Customer Experience Officer
National Association of Professional Women
CATALYST1
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CATALYSTBarriers Addressed
Alignment Skills Silos Metrics Resource
s Culture Regulations
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Polling Question
What best describes your push to create digital strategy:∙ Market forces∙ Cultural shift∙ Competitor moves∙ Leadership directive
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Key Factors∙ Business objectives∙ Guiding principles∙ Investment / budget
Outcome∙ Secure commitment from a
leader who can bridge organizational silos
LEADERSHIP CHAMPION2“Change requires leadership, and
digital is no exception”
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LEADERSHIP CHAMPIONBarriers Addressed
Alignment Skills Silos Metrics Resource
s Culture Regulations
2
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Key Factors∙ Organizational structure∙ Building alliances∙ Including key stakeholders
Outcome∙ Form a team with “skin in the
game” to source the best ideas and ensure alignment
TEAM BUILDING3“The key is that you can’t be
successful on your own and do it all yourself.”
Scott K. WilderSr. Director / Global Nation Builder
Marketo
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TEAM BUILDINGBarriers Addressed
Alignment Skills Silos Metrics Resource
s Culture Regulations
3
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Key Factors∙ Confront internal &
external truths∙ Identify new value
propositions∙ Identify threats
Outcome∙ Create a clear picture of
both internal readiness and market opportunities
“For a lot of people within the organization, digital is a foreign
concept.”
Monu Kalsi, VP of Digital, Zurich North America
RESEARCH & BENCHMARK4
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RESEARCH & BENCHMARKBarriers Addressed
Alignment Skills Silos Metrics Resources Culture Regulatio
ns
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Key Factors∙ Prioritization∙ Engage to bridge silos∙ Ensure tech infrastructure &
teams engaged
Outcome∙ Formulate digital strategy
alternatives
“The sheer amount of coordination and friction that you endure…is a big challenge. Everything around
the company is focused on silos, so there’s no real incentive for people
to stop what they’re doing.”
anonymous digital strategist
STRATEGY CO-CREATION5
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Polling Question
If you have co-created strategy, which of the following barriers were addressed successfully:
a) Alignment, getting silos on the same pageb) Securing resources for digitalc) Moving internal culture towards a digital mindsetd) Understanding priorities of impacted departments
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STRATEGY CO-CREATIONBarriers Addressed
Alignment Skills Silos Metrics Resource
s Culture Regulations
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Key Factors∙ Create roadmap∙ Confirm economics∙ Begin governance discussion
Outcome∙ Synthesize ideas into a coherent
direction
“To be really effective, you need a strong but flexible governance
structure: something that feels like silk, not something that feels like
steel.”
Claudia Gorelick, US Business Design Director, Accenture Interactive
STRATEGY SYNTHESIS6
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STRATEGY SYNTHESISBarriers Addressed
Alignment Skills Silos Metrics Resources Culture Regulatio
ns
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Key Factors∙ Strategy roadshow∙ Share the vision∙ Confirm KPIs
Outcome∙ Seek leadership and key
stakeholder commitment to strategy roadmap execution
“It’s all about change management. You have to keep on selling your
business case — your transformation agenda. Always. It
never stops. If you stop having that conversation, you stop
transforming.”
Rohit Prabhakar, Head of Digital Marketing & Technologies, McKesson
ALIGNMENT7
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ALIGNMENTBarriers Addressed
Alignment Skills Silos Metrics Resource
s Culture Regulations
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Key Takeaways
✓Collaborate to align✓Don’t neglect cultural change✓Leaders are accountable✓Use data to inform, not dictate
Q&A
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Ed TerpeningIndustry [email protected]@edterpening
Altimeter provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.
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