For digital leaders, implementing digital change across a business is a daunting task. Couple that with a siloed team, lack of support and understanding from key stakeholders, and learning about the process at the same time, it can be overwhelming.
How to move forward
Digital change is not just about creating an overall vision and direction for digital within an organisation. It’s also about structuring marketing teams to focus on team members’ strengths and skills; introducing new ways of working which promote a collaborative culture across departments – including sales, marketing, product development and operations; and getting support from leadership of the new approach and culture.
However, all of these elements can prove challenging, especially if you’re trying to achieve them all at once. So, much like the fable; slow and steady wins the race.
Focus on changing one thing at a time, establish the change, and then move on to other areas.
Agility is key
For many organisations who have made progress in digital change, this has meant getting to grips with agile project management methodology.
Agile, which originated as a way of managing software development, is now the project management methodology of choice for many organisations – helping them to focus on collaborative problem solving, customer-centred thinking, short-phase working, experimentation and a readiness to react quickly to changing circumstances.
For senior marketers, one of the big questions of the future is going to be: “How well do I understand agile, and how it can be applied to marketing?”
One of the main problems many businesses face is that the marketing function is often siloed. There is a content team, field marketing teams, PR, a centralised marketing services function and so on – but often they don’t work in an integrated way. The common complaint is that “the left hand doesn’t know what the right hand is doing”. One of the defining characteristics of digital savvy marketing is that organisations perform best when they work collaboratively, focusing purely on the needs of the customer, and when digital is fully integrated into all teams and all areas of marketing operations.
So, another key question marketers are going to need to ask themselves is:
How can I get my teams working together effectively, with digital practice integrated naturally into the way they think and work?
It’s not all doom and gloom though. We’ve developed a plan and clear steps on how to implement digital change within an organisation and where to start that process.
Download the new Director’s Guide: The Making of a B2B Digital Leader to find out more.