Digitalisation and digital transformation in B2B - what's the difference?
from Nicole Kerber at
The digitalisation of individual processes in the consumer goods sector
... heralded a digital transformation in the way we shop years ago. It has also prompted retailers to rethink sales. The merging of online and brick-and-mortar has become commonplace - and preferably without us as consumers experiencing a systematic break. We browse online for the product of our choice, compare prices and conditions with just a few clicks, possibly go to our trusted retailer to pick up and test the product, and buy it either directly on site or online via a web shop. At the touch of a button, we have an overview of all (channel-independent) purchases and can initiate and track returns from the comfort of our own home - whether on our mobile phone or laptop.
The situation is somewhat different in the B2B sector
In the past, industrial companies have begun to translate defined (individual) processes and workflows from the offline world into digital applications. Faxes have been replaced by e-mail, we work with databases instead of index cards and even automated workflows have been introduced in some areas. Ideally, processes have become leaner, faster and more effective.
However, this only has a limited connection with digital transformation, as it is not about the digitalisation of individual processes, but about tackling business models, overarching structures and organisations, (partially) rethinking them and supporting them with the necessary technology. The result of such a digital transformation can also go beyond the existing business model.
As the digital transformation of sales for B2B companies in general and SMEs in particular poses a particular challenge for many, we at diselva would like to focus more on this in this upcoming blog series. Various studies, e.g. by the State Secretariat for Economic Affairs (SECO), the German Chamber of Industry and Commerce and McKinsey, show that although digitalisation has received an enormous boost as a result of the COVID-19 pandemic, the existing potential of digital transformation is only being realised slowly, especially in the B2B sector.
The reasons for this are varied and company-specific - from a lack of vision and a shortage of skilled labour to rigid structures and cultures that make this step more difficult or do not allow it, to the IT technologies used that stand in the way of a digital evolution (not revolution).
We pay particular attention to the needs of SMEs
We want to identify what often causes digital evolution and transformation to fail and show ways of working around these imponderables. We will explain why it is important to have a clear vision and strategy, what it means to work hybrid and how this way of working affects internal and external processes, structures, the attitude of customers and employees and the "togetherness" and that it is worthwhile to rethink the business of tomorrow with creativity and imagination.
Particularly in view of the critical order situation that already exists in the manufacturing industry and the concrete concern about a recession in the SME sector (see also the Raiffeisen study), the need to consistently address the possibilities of digitalisation has become even more important and precarious than it was in the wake of the coronavirus pandemic.
The digital transformation of sales is becoming a key factor in successful B2B business.
Stay tuned for the next post in the blog series:
- Strategic approach to the digital transformation
- 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
