The move to digital, the importance of experience, and business model disruption are driving companies to reinvent their business with Salesforce, but with the presumption that change is synonymous with success. The fact is, reinvention without continuous innovation is nothing more than an upgrade.
A recent McKinsey report stated, “Without continuous transformation of the core—the value proposition, people, processes, and technologies that are the lifeblood of the business—any digital initiative is likely to be a short-term fix.”
I recently sat down with Cindy Breshears, Bluewolf’s Chief Transformation Officer, to understand what digital transformation means to businesses today and the challenges and factors that separate a successful versus a struggling digital transformation.
Q: Cindy, what does digital transformation mean to you?
In the business world of the past, digital used to be called “technology initiatives,” enacted in a siloed, project-based approach–a band-aid to solve the symptom, not the problem, which kept legacy systems largely in place and unaffected. When initiatives are siloed in nature, with each department moving ahead with their specific strategy, goals aren’t aligned to the business collectively. In the new era of digital transformation, most organizations start out thinking of these initiatives as front-end customer touch points.
The best companies are thinking about digital transformation end-to-end, not just the front office and back office. The alignment has to come from the top down through the organization, to align the customer journey initiatives and outcomes with the digital transformation objectives. The definition of customer in this instance meaning both internal and external.
We have built these type of approaches across the Financial Services, Distribution, and Telecommunications industries. Some of the organizations were on their Salesforce journey already and others just beginning. What was consistent in all of them was the need for a structure to align the business and technology transformation through business value, objectives and enterprise adoption to the transformation.
Taking this type of approach allows you to build strategic and tactical excellence and innovation continuously into the organization.
Q: What are typical challenges that come with taking on a whole-company digital transformation?
Typical challenges I see business leaders face are:
Q: What should business leaders do to counter these challenges and drive meaningful impact with their digital initiatives?
Let’s take each challenge separately:
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