“Digital transformation” – this term still raises incomprehension and big question marks among many B2B companies and their employees today. Lack of understanding of what this term means exactly and why it affects “my” company at all. Question marks over what needs to be taken into account and who needs to be involved and, above all, what we want to achieve with it and what benefits can be derived from it – as a company and as an individual.
Some keywords have already been mentioned here, which give an indication of what needs to be taken into account so that it becomes easier for B2B companies to initiate and accept the digital transformation in their own company.
WHAT – “Big Picture” and HOW to get there – “digital strategy”
The digital strategy embodies the thrust of the next “x” years. The company must be clear about which challenges (business model, organization, processes and/or technology) it actually wants to solve with the digital transformation. It helps to develop the company in a targeted and serious manner, to bundle initiatives and to focus and orchestrate towards a clearly formulated goal. Because one thing is clear – without a prior analysis and understanding of the problem, the creation of the “big picture” and the development of a vision for digital solutions, even the best new technology is useless.
We experience time and again with our customers that there is no clear and determined strategy for digital transformation. Or if there is one that is only known and understandable to a very limited number of employees. As a consequence, companies get lost in “micro-projects”, start contradictory initiatives or lose track (keyword: big picture) of how all individual initiatives come together and are also supposed to support the company’s goal. A very big opportunity is being missed here.
Clarification of the term digitization / digital transformation
Every B2B company is at an individual point in the digital transformation journey. It is therefore not surprising that these terms can have very different meanings for both companies and individuals. Another central point for success is to clarify these terms for the company and the organization and to determine the appropriate content. The range of possible interpretations here can range from the automation of isolated process steps to the redefinition of the business model. Whatever the level of the digital baccalaureate, it is important to create clarity and transparency so that employees have orientation and clear ideas.
Communication and Goal Setting
We often hear statements like: “Yes – we have a digital strategy”. But we only communicated them to the management team” or “We make posts on the intranet – but no one reads them”. Does this sound familiar?
Target-group-oriented communication in suitable channels and formats is one of the key factors for success and is underestimated or completely ignored by many B2B companies. The reasons for this are as individual as the companies themselves. Communication is essential for employees so that they can go along with and support the often grueling path of digital transformation. Communication helps to achieve the goals (what, orientation), the company-wide and individual “What is in there for me?” (Why, Benefits) and the necessary measures (How, Activities).
Involvement of the entire company
Strategies for the digital transformation of sales are not projects that are made in the quiet chamber of IT if they are to help succeed. Rather, this strategy becomes sustainable if it is created across departments and disciplines. Starting with top management, departments such as sales, marketing, IT and other specialist departments are ideally involved in the development and implementation. The customer and, if necessary, the suppliers and their needs must also be picked up beforehand. This is the only way to make the digital transformation strategy viable and not a product for the drawer. This broad field of stakeholders also helps to deal with the most difficult part of the transformation – the change in corporate culture and the attitude of employees to this change.
Stay tuned until the next post.