Why digital transformation has to be strategic

Published on November 10, 2015 by Boris Kraft

If you work in business, you’ve heard about digital transformation. It’s likely that your company has invested in it heavily.

But does your company actually know what it’s doing? According to recent research from MIT Sloan Management Review/Deloitte, less than 1 in 6 correspondents from companies at the early stages of digital maturity feel that their organizations have a clear and coherent digital strategy.

One of the key problems is that, in the rush to join the digital train, companies are concentrating on tactics rather than on strategy. In fact, the 2014 Altimeter report on the state of digital transformation found that some organizations confuse digital transformation with increased technology spending. Even worse, others see it as a mere extension of their website development. They think that if they extend their content management cababilities across channels, that they've become digital companies.

However the key learning is that companies need to plan for next year rather than next quarter. They need to move from individual technologies to broader strategies. They also need to align their internal structure and processes with their stakeholder needs and interests. This means being ready to implement new processes and technology to optimize this journey.

Cross-functional collaboration has to happen first

One of the reasons for the disconnect between strategy and tactics is the fact that there is often a divide between the business and technology elements of a company. However, digital transformation can’t happen without cross-functional collaboration.

The companies who succeed at digital transformation are those who consider future possibilities rather than just current functionality. This means that integrations functionality is very important.

Organizations that use a flexible digital business platform will have an advantage, as they have the ability to quickly integrate new tools and data whenever they need to.

As Gerry McGovern pointed out, the digital revolution is cultural, not technological. If organizations truly want to succeed at digital transformation (and there really is no choice if they want to survive), then they have to learn to evolve culturally. In my next article, I’ll be writing about some top strategies for digital transformation.

Head over to CMSWire if you want to read the full article on digital transformation strategy.


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About the author Boris Kraft

Boris Kraft has been creating and selling software since the age of 16. He is the Co-founder and Chief Visionary Officer of Magnolia. Boris is a member of the European CMS Expert Group and an experienced speaker and panelist. Boris is also a prolific writer: He likes to blog about all things Magnolia and regularly publishes articles in online and print magazines as well. He is a regular contributor for CMSWire. When’s he’s not thinking about the future of content management in Magnolia’s Basel headquarters, he loves to go sailing on Lake Lucerne, skiing in the Swiss Alps or admiring art around the world.

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