Thanks to all who attended the 2014 State of Digital Transformation webinar! As we didn't have time to answer all viewer questions after the presentation, we've included our responses to the top inquiries below. If your question still remains unanswered, leave a comment, and we'll get back to you as soon as possible
More important than the CEO using digital tools is his or her embracing them as a viable way of connecting with consumers. As audiences turn increasingly digital, they expect brands to be where they are, when they want them, with relevant content, experiences and outcomes at the ready. This vision must be supported from the top-down in order for digital transformation to permeate all levels of the organization.
Executive championing of digital transformation varies from one organization to the next of course. From CMOs to CIOs to, in some cases, CDOs or CXOs (Chief Experience Officers), different roles will champion efforts depending on the unique organizational structure and - more often than not - what department or area of expertise the change agent has risen from. The maturity or depth of digital transformation within an organization is dependent on the ability for a c-suite executive to connect disparate groups internally in order to deliver a seamless customer experience on all digital channels throughout the customer journey. Without doing so, its effect is limited.
Digital transformation is a form of change management. Although marketing and IT are at the helm of many digital transformation efforts, we found through our research that other departments involved include: customer service and CRM (CX), HR, legal and compliance, and mobile. Digital transformation affects nearly every department within an organization, so all employees must be in support of its initiatives as core principles of their job responsibilities.
Companies that have a CDO or CXO role are among the most digitally mature. They organize these roles at the same level as CMO and CIO. We did not come across any companies that use them as proxies. The CMO and CDO are in lock-step, while the CXO and CIO often act in an advisory role for all initiatives to determine viability and ensure a seamless customer experience is maintained.
Many organizations are weighed down with internal politics and bureaucracy that lead to slow-changing processes. Often, this means that it takes convincing and proof through data and analytics to make the case for digital transformation and allocating resources toward digital channels. Without the internal support from leadership who believe that customers are currently transitioning toward a completely digital lifestyle, change agents will have difficulty in moving forward with the agility needed to adapt to quickly changing digital preferences. The case has to be made. It’s not going to be swift nor enterprise-wide in the beginning. Often companies focus efforts on pilots and in specific instances where the effect of change can be demonstrated.
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
Altimeter Group is planning to publish a research report this fall on how businesses are enabling sales organizations with social media tools. We will be discussing the markers for social selling transformation, best practices on training and governance, and a snapshot into the suite of tools available as marketing and sales organizations are pushed to […]
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Miss our recent report, The State of Social Business 2013? If you’re looking for a cheat sheet, here’s a visual of the key findings: The graphic below shows how companies are formalizing, organizing, and growing their social media efforts. For example, three out of four large companies now have a dedicated social media team — […]
Miss our recent report, The State of Social Business 2013? If you’re looking for a cheat sheet, here’s a visual of the key findings: The graphic below shows how companies are formalizing, organizing, and growing their social media efforts.
Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.
Each year, Altimeter surveys social strategists and executives, and shares our findings and analysis in Open Research reports. In our most recent report, we looked at our survey findings from the last four years, 2010 to 2013, to share our analysis of the state of social business.
In this 1- hour webinar, industry analyst Jeremiah Owyang presents his research on the business disruption, and share examples of companies that are already moving into the Collaborative Economy.
This report defines the Collaborative Economy, looks at companies that are already moving into this space, and provides a framework, the Collaborative Economy Value Chain, which companies can use to help rethink their business models.
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In its latest research, Altimeter Group’s Charlene Li and Brian Solis uncovered a distinct gap between organizations that execute social media strategies and those that are truly a “social business.”
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The End of Business As Usual explores each layer of the complex consumer revolution that is changing the future of business, media, and culture. As consumers further connect with one another, a vast and efficient information network takes shape and begins to steer experiences, decisions, and markets. It is nothing short of disruptive.
Charlene Li sat down with Ken Blanchard, the author of The One Minute Manager, on the morning of June 21st, 2011 to discuss how leadership is being affected by social media.
Engage! examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program.
In Open Leadership, Charlene Li offers the next step resource that shows leaders how to tap into the power of the social technology revolution and use social media to be “open” while maintaining control.
“Be Open, Be Transparent, Be Authentic” are the current leadership mantras — but companies often push back.
Groundswell is required reading for executives seeking to protect and strengthen their company’s public image.
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