from Nicole Kerber at
"Digital transformation" - even today, this term still raises misunderstandings and big question marks for many B2B companies and their employees. A lack of understanding of exactly what this term means and why it affects "my" company at all. Question marks about what needs to be considered and who needs to be involved and, above all, what we want to achieve with it and what benefits we can derive from it - as a company and as individuals.
Here are a few keywords that give an indication of what needs to be considered to make it easier for B2B companies to initiate and embrace digital transformation in their own organisation.
WHAT - "big picture" and HOW to get there - "digital strategy"
The digital strategy embodies the direction of travel for the next "x" years. The company must be clear about which challenges (business model, organisation, processes and/or technology) it actually wants to solve with the digital transformation. It helps to further develop the company in a targeted and serious manner, to bundle initiatives and to focus and orchestrate them 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 clients that there is no clear and dedicated digital transformation strategy. Or if there is one, it is only known and understood by a very limited number of employees. As a result, companies get lost in "micro-projects", launch contradictory initiatives or lose track of how all the individual initiatives come together (keyword: big picture) and how they are supposed to support the corporate objective. This is a huge missed opportunity.
Clarification of the term digitalisation / digital transformation
Every B2B company is at an individual point in the journey of digital transformation. It is therefore not surprising that these terms can have very different meanings for both companies and individuals. Another key point for success is to clarify these terms for the company and the organisation and define the appropriate content. The range of possible interpretations here can extend from the automation of isolated process steps to the redefinition of the business model. Whatever the level of digital maturity, 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 have only communicated it to the management team’ or "We make posts on the intranet - but nobody reads them". Does that sound familiar to you?
Target group-orientated 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. However, communication is essential for employees so that they can follow and support the often gruelling path of digital transformation. Communication helps to clarify 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 carried out in the quiet chambers of IT if they are to be successful. Rather, this strategy becomes viable if it is created across departments and disciplines. Starting from top management, departments such as sales, marketing, IT and other specialist departments should ideally be involved in the development and implementation. The customer and, if necessary, the suppliers and their needs should also be consulted in advance. This is the only way to ensure that the digital transformation strategy is sustainable and not just 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 towards this change.
Stay tuned until the next post.
Further planned contributions on the topic
- Digitalisation and digital transformation in B2B - what's the difference?
- Smart combination of analogue and digital sales concepts with a focus on people
- Preparation and enablement of the organisation to support a development from pure change management to a learning organisation
