Digital Transformation Plan Template UK

Digital Transformation Template

Digital Transformation Template -

Errol van Engelen 1

Executive Summary


Errol van Engelen 2

The Digital Transformation Plan (DTP) is specifically designed to help managers address a number of challenges such as:

• How can we compete in our industry with "disruptive" Internet companies?• How can we take advantage of the digital innovations such as analytics and mobile

solutions for our traditional business?• How can we successfully navigate the route to greater innovation and digitalization?• We know we need to be "more digital," we just do not know how

In order to resolve these questions, I have developed a new method which integrates two existing methods:

• SOSTAC for Digital Transformation and related projects• Business Model Canvas for various business projects

Target Audience for DTP is the C-level management of an organization, especially in the areas of Marketing, Sales and Customer Service.

Executive Summary


Errol van Engelen 3

DTP consists of the phases Roadmap (steps 1 - 4), and Implementation (steps 5 + 6)

1. Situation Analysis – to identify and classify challenges to Content or Technology issues and ranking these to Quick Wins and Projects

2. Objectives – to improve the Current Situation using SMART objectives3. Strategy – how are we going to achieve our objectives and how do we add value to

shape segmentation, positioning, value proposition, core activities, branding, exposure and technology

4. Tactics – how do we implement our strategy to improve Online Exposure, Engagement and Technology to win more customers and sales

5. Action Plan – who does what and when?6. Control and Evaluation Plan - how do we monitor customer experience, customer

demand, surveys and progress?

For questions or help, please contact Errol van Engelen via email [email protected].

mailto:[email protected]

Methodology is Integration of …..

Business Model Canvas for Business Planning

SOSTAC for Digital Transformation


Errol van Engelen 4

Situation Analysis

The Situation Analysis is step one in SOSTAC. Ask yourself some open questions to understand the pain that is being felt in our organization.

How do we perform?

What are our distinctive and competitive (marketing) benefits?

Do we focus on the best market segments with the right type of customer?

Do we use the right channels of communication and distribution?

What non-controllable event (s) or trend (s) may have an impact on our business?


Errol van Engelen 5

Situation Analysis

How do we assess the Current Situation?

• Use techniques such as:• Business Model Canvas• Market Analysis• Marketing Mix• SWOT Analysis

• Identify all challenges that prevent us from having or continuing our success at company or department level

• Classify the pains to:• Exposure and Engagement• Technology and Data

• Rank and prioritize the pains to:• Quick Wins• Projects


Errol van Engelen 6

Objectives

The objectives are step 2 in SOSTAC. Ask yourself some questions to determine our goals and qualify according to SMART method.

• What are the Objectives of our organization?

• What are our Marketing and Business Development Goals?

• Do the SMART test for our goals. Make sure that our goals are practical and measurable. Do they fall within the following criteria?• Specific (use numbers)• Measurable (follow progress and validate the

performance)• Action-oriented (can we do it?)• Reasonable (realistically achievable)• Timed (fill deadlines)


Errol van Engelen 7

Strategy


Errol van Engelen 8

Segmenting, Targeting & Positioning

The Strategy is step 3 in SOSTAC. For segmenting, ask yourself a number of open questions in order to understand how we want to organize our market.

• Segmenting - Which market segments do we want to serve?

• Targeting - Which market segments do we focus on?

• Positioning - How do we want to be seen in each target segment?

• For whom do we create value?

• Who are our main clients?


Errol van Engelen 9

Segmenting, Targeting & Positioning

How do we identify these STP activities?

Use the following process:• Define the market• Create segments• Evaluate the segments for viability• Develop segment profiles• Evaluate the attractiveness of each segment• Choose a target market• Develop a positioning strategy• Develop and implement the marketing mix• Evaluate the performance

Process the results in the Business Model Canvas in Customer Segments


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Value Proposition

Ask yourself some open questions to understand what problems we solve for customers.

• What value do we deliver to the customer?

• Which customer needs are being met?

• What bundles of products and services do we provide to each segment?

• For whom do we create value?

• Who are our main clients?



Value Proposition

Indicate how we want to define our added value.

• Innovation• Performance• Customization• Mass Customization• “Get the job done“• Design• Brand or Status• Price or Cost Saving• Risk Reduction• Accessibility• Usability

Process the results in the Business Model Canvas in Value Proposition



Digital Core Activities

Ask yourself some open questions to identify our Digital Core Activities.

• Which core activities require:• Our value propositions• Our distribution channels• Our customer relationships• Our revenue streams• And more ....



Digital Core Activities

Indicate how we want to define our digital core activities.

• Digital Marketing Mix (8P)• Product• Price• Place• Promotion• People• Processes• Physical Evidence• Partners

Process the results in the Business Model Canvas in Core Activities.



Branding

Ask yourself some open questions to get our branding strategy clear.

• How do we create trust?

• How credible are we?

• How do we achieve brand preference?

• What are the reasons that customers and prospects like to engage with us?

• How can we prove our credibility online?



Branding

Indicate how we want to improve our Branding.

• Produce Content regularly (Blogging)• Guest Blogging• Be present on Social Media (particularly LinkedIn

and Twitter)• Use polls and surveys• Make our offer exclusive to certain prospects and

customers• Give something away that can be of value to our

customers• And much more …..

Process the results in the Business Model Canvas in Customer Relations.



Engagement and Exposure

Ask yourself some open questions to improve our online Engagement and Exposure Strategy.

• How do we get more online Exposure to reach our objectives and to establish conversations with our customers?

• How do we get more Engagement with customers and prospects in order to improve our Branding?



Engagement and Exposure

To improve our online performance we can execute the following plans, which are described on Tactical level.

• For Engagement – Content Marketing Plan and Implementation (see slides #28 - #31)

• For Exposure – Social Media Plan and Implementation (see slides #32 - #35)

Process the results in the Business Model Canvas in Resources.



Technology and Data

Ask yourself some open questions open to support our Digital Transformation Plan with Technology and Data.

• What technology do we need to support our digital projects and marketing campaigns and improve customer relationship?

• What data do we need to improve our customer insights and get a better connection with our audience?



Technology and Data

To improve our online performance, we can execute these plans, which are described on Tactical level.

• For Technology - Marketing Automation Plan and Implementation (see slides #36 - #39)

• For Data - Big Data / BI Plan and Implementation (see slides #40 - #43)




Tactics



Channels

Tactics is step 4 in SOSTAC. Ask yourself some open questions to identify and improve both our online and offline channels.

• Which channels do our customers and prospects want?

• How do we reach them now?

• How are our Channels integrated?

• Which channels are most cost-efficient?



Channels

Below is an overview of the best online channels that will bring us more business when using properly.

• Website - 86% of marketing professionals rank it as #1, optimization from Google Analytics

• Email Marketing - 72% rank it as #2• SEO - 54% rank it as #3• Social Media - 52% rank it as #4, most popular

channels are LinkedIn, Twitter and YouTube• Put targets per channel, measure the results and

align your budget with these results

Process the results online in the Business Model Canvas to Channels.



Channels

Below is an overview of the best offline channels that will bring us more business when using properly.

• Referrals and Word of Mouth - 22% of sales come through this channel

• Conferences and other events - 9% of sales through this channel

• Outbound Calling - 7% of sales through this channel• Paid Search - 6% of sales through this channel• Partner Marketing - 5% of sales through this channel• Put targets per channel, measure results and align our

budget with these results

Process the offline results into the Business Model Canvas to Channels.



People

Ask yourself some open questions to identify our needs in Skills and Expertise.

• What skills do we need for digital projects? Focus on Content, Social Media, Marketing Automation, Big Data/Business Intelligence

• How many professionals do we need per skill type?

• What is the balance between soft skills and hard skills?

• How is the communication and synchronization between the various teams?



People

Below is an overview of the required hard skills.

• Digital Transformation - Project Managers, Consultants and Developers

• Content Marketing – ditto• Social Media - SEO – ditto• Marketing Automation and similar

technology – ditto• Big Data and Business Intelligence - Project

Managers, Consultants, Data Managers and Analysts, Developers




People

Below is an overview of the necessary soft skills.

• Passion• Motivation• Ongoing learning• Empathy• Self-confidence• Integrity• Curiosity• Proactivity




Content Marketing Plan




If you don’t need an overall Digital Transformation Plan, ask yourself a few questions to identify your need to develop a Content Marketing Plan.

• How do we achieve multi-channel distribution through various media?

• How do we develop a concrete brand identity?

• How can we improve our productivity in terms of content?

• How can we maximize our ROI so that we generate more leads and convert more leads?




The integrated approach SOSTAC and Business Model Canvas is a very effective approach for developing a Content Marketing Plan:• Plan:

• Step 1 - Situation Analysis and problem areas (how are we performing now?). Output is an overview of Quick Wins and Projects for improvement

• Step 2 - Objectives (where are we going?). Output is an overview of SMART goals we want to achieve

• Step 3 - Strategy (how do we get there?). Output is an overview of Segments, Target Group, Positioning, Branding, Exposure and Engagement

• Step 4 - Tactics (how to implement the strategy?). Output is an overview of Channels, People and Content




• Implementation• Step 5 - Action Plan (who does what and

when?). Output is an overview of Activities, Channels, People, Calendar, Expenses and Revenue

• Step 6 - Control and Evaluation Plan (tracking the progress). Output is an overview of Activities, Channels, People, Forecast Costs and Revenue and Production Costs and Revenue




Social Media Plan



Social Media Plan

If you don’t need an overall Digital Transformation Plan, ask yourself a few questions to identify your need to develop a Social Media Plan.

• How can we increase and effectively reach our target group?

• How do we get direct feedback from our customers?

• How can we increase traffic and rankings and generate leads?

• How can we lower our acquisition costs?

• How can we build branding and exposure?

• How can we develop customer interaction and loyalty?



Social Media Plan

The integrated approach SOSTAC and Business Model Canvas is a very effective approach for developing a Social Media Plan:• Plan:

• Step 1 - Situation Analysis and problem areas (how do we perform now?). Output overview of Quick Wins and Projects for improvement

• Step 2 - Objectives (where are we going?). Output overview of SMART goals we want to achieve

• Step 3 - Strategy (how do we get there?). Output list of segments, Target Group, Positioning, Branding, Exposure and Engagement

• Step 4 - Tactics (how to implement the strategy?). Output list of Channels, People and Content



Social Media Plan

• Implementation• Step 5 - Action Plan (who does what and

when?). Output overview of Activities, Channels, People, Calendar, Expenses and Revenue

• Step 6 - Contrrol and Evaluation Plan (tracking progress). Output overview of Activities, Channels, People, Forecast Cost and Revenue and Production Costs and Revenue




Marketing Automation Plan




If you don’t need an overall Digital Transformation Plan, ask yourself a few questions to get your need to develop a Marketing Automation Plan.

• How can Marketing and Sales work more effectively?

• How can we improve conversion and grow our sales?

• How can we find the bottlenecks in our organization and resolve them?

• How can we better serve our customers and strengthen our brand?

• How can we measure Marketing and Sales?




The integrated approach SOSTAC and Business Model Canvas is a very effective approach for developing a Marketing Automation Plan:• Plan:

• Step 1 - Situation Analysis and problem areas (how do we perform now?). Output overview of Quick Wins and Projects for improvement

• Step 2 - Objectives (where are we going?). Output overview of SMART goals we want to achieve

• Step 3 - Strategy (how do we get there?). Output is an overview of Segments, Target Group, Positioning, Branding, Technology and Data

• Step 4 - Tactics (how to implement the strategy?). Output is an overview of Channels, People, Technology and Data




• Implementation:• Step 5 - Action Plan (who does what and when?).

Output is overview of Activities, Channels, People, Calendar, Expenses and Revenue

• Step 6 – Control and Evaluation Plan (tracking progress). Output is overview of Activities, Channels, People, Forecast Cost and Revenue and Production Costs and Revenue




Big Data / BI Plan



Big Data / BI Plan

If you don’t need an overall Digital Transformation Plan, ask yourself a series of questions to identify your need for a Big Data / BI Plan.

• What is currently the biggest challenge we have to face in our business?

• What can we do to improve our customer insight?

• How can better insights and data analysis help us to solve our biggest challenge?

• How can we apply Big Data Analytics to develop the best possible strategy?



Big Data / BI Plan

The integrated approach SOSTAC and Business Model Canvas is a very effective approach to develop a Big Data / BI Plan:• Plan:

• Step 1 - Situation Analysis and problem areas (how do we perform now?). Output is an overview of Quick Wins and Projects for improvement

• Step 2 - Objectives (where are we going?). Output is an overview of SMART goals we want to achieve

• Step 3 - Strategy (how do we get there?). Output is an overview of Segments, Target Group, Positioning, Branding, Technology and Data

• Step 4 - Tactics (how to implement the strategy?). Output is an overview of Channels, People, Technology and Data



Big Data / BI Plan

• implementation:• Step 5 - Action Plan (who does what and

when?). Output is an overview of Activities, Channels, People, Calendar, Expenses and Revenue

• Step 6 – Control and Evaluation Plan (tracking progress). Output is an overview of Activities, Channels, People, Forecast Cost and Revenue and Production Costs and Revenue




Action Plan



Action Plan



The Action Plan is step 5 in SOSTAC and the first step in the Implementation phase. To develop a perfect Action Plan, you ask yourself a number of open questions.

• Who does what and when? - Allocation of Resources. This also applies to the Quick Wins and Projects from the Situation Analysis

• Which Resources are internal staff, which are external contractors?

• Which systems and processes must be investigated to comply with the new situation?

• What are the forecasts for Cost and Revenue?

Action Plan



Still to be completed

Action Plan




Control and Evaluation Plan






The Control Plan is step 6 in SOSTAC and the second step in the Implementation phase. To develop a perfect Control Plan, you ask yourself a number of open questions.

• How to monitor and evaluate our website and social media performance?

• Which KPIs are we going to use to measure our digital progress?

• How do we measure customer engagement and satisfaction?

• How do forecasted and realized expenses and revenues compare with each other?

Errol S. van Engelenerrol.vanengelen@bizzmaxxnlProfile

Questions?



http://www.linkedin.com/in/errolvanengelen

mailto:errol.vanengelen@bizzmaxxnl

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Digital Transformation Plan Template UK

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