What leadership teams need to know about digital transformation: 5 essentials

1. Identify areas in need of change

Where are the bottlenecks in your business processes? Put yourself in the shoes of a start-up. If you were just coming into your industry now, what is the one thing you could do better, faster or cheaper (or all three) by adopting purely digital techniques? You also need to look at your staff skillset, in a traditional marketing team structure do you have roles that can support new initiatives, or are you relying on agencies to plug the gaps? Increasingly the trend for larger companies has been to bring the tech side of digital marketing in-house, setting up internal agencies that can provide a client service model to different areas.

2. Assemble the right team

Successful digital transformation requires the right steering group. These people need to have a mix of skills: digital champions to identify opportunities and act as evangelists, alongside senior managers in relevant departments who can drive change. The group will almost certainly need to include both your CIO and CMO. Gartner reports that it’s likely your CMO will be spending more than your CIO on digital, but as your CIO will be ultimately responsible for the smooth running of all digital systems, a close working relationship between the two of them is vital.

The size of the groups is important: Too many people and any digital innovation is likely to grind to a halt as everyone gets involved. Too few and new ideas might not have the backing to successfully embed, or worse could negatively impact in unexpected ways if all avenues haven’t been fully explored.

3. Data data everywhere

The digital age has brought with it an abundance of data, but you need to make sure you are looking at the right metrics. Generally, customer experience will be your driving force. Depending on your industry, you could be looking at interaction points, customer journeys, sentiment, feedback or website journeys. Identify what metrics are the most important, how you are going to monitor them and, crucially, what you are going to do with that data. There’s no point in sending a weekly report to managers to scan for a few minutes then forget. You should have plans in place as to how that data is going to drive your digital strategy. If it isn’t, ask yourself if you really need to be reporting on it.

4. Create virtual teams

Take a leaf out of tech companies’ approaches and bring departments together. If for example, you are bringing in a new finance system, don’t just leave picking up the new software to the finance team. Pull together a working group that includes end users from other departments. You might want to consider backfilling roles for a few months to allow seconded staff to concentrate on the project.

5. Ensure you sell the need for change

Finally remember that while some get excited at the thought of change and new ideas, many others don’t, and intrinsically distrust those who are always looking for a new way of doing things. Make sure internal communications is involved so they can help push out the message about the need to change, and the tangible benefits the digital revolution can bring.

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

© Ross Clifford Associates. Website by Outlines Design.