NAVIGATING THE DIGITAL LANDSCAPE FOR DISTRIBUTION · 2014-09-25 · March 2014 Forrester - The...

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NAVIGATING THE DIGITAL LANDSCAPE

FOR DISTRIBUTION

Produced by:

September 25, 2014 Featuring: Linda Taddonio

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or [email protected]

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Speaker

Download handouts (PDF) : www.mdm.com/slides or [email protected]

Event Sponsor:

Linda Taddonio Co-Founder and eCommerce Strategy Officer



Navigating the Digital Landscape for Distribution Linda Taddonio Chief eCommerce Strategy Officer Insite Software

Navigating the Digital Landscape

for Distribution

Navigating the Digital Landscape for Distribution

Agenda

• Update on research and themes in the marketplace • Digital Strategy – What to do if you don’t have one • CMO/CDO – What to do if you don’t have one • Build Your Technology Landscape • Key Takeaways


for Distribution


Update on research and themes in the marketplace • March 2014 Forrester - The Digital Business Transformation Playbook

Business themes • Digital is now central to your business • Digital Maturity has 4 dimensions;

• Culture, Org Structure, technology, metrics • Those who have invested are seeing positive results • Current business model may be the biggest barrier to transformation • Speed, agility, and experimentation are keys to transformation Technical Themes • Digital models require an integrated/ dynamic ecosystem • Bolt-on approaches are no longer sufficient • Many organizations find themselves with a technology deficit


for Distribution


Update on research and themes in the marketplace


for Distribution


• Update on research and themes in the marketplace

• Forrester - The State of Digital Business 2014 (Fenwick) • Forrester - Unleash Your Digital Business ( Fenwick/Gill) • Forrester – 10 Pitfalls to Avoid During eCommerce Replatforming

(Sheldon/Varon) • Forrester – The Case for Channel Shifting Customers Online (Hoar) • Forrester – Trends 2014: Staffing and Hiring for eBusiness (Gill/Rolzen) • Baker Tilly – Getting eCommerce Strategy Right • Baker Tilly – It’s Time to See eCommerce Differently • General Electric – Industrial Internet – Pushing the Boundaries of Minds

and Machines (Evans/Annunziata) • CapGemini – Digital Transformation Review – quarterly publication

(Didier Bonnet)


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• Digital Strategy – What To Do If You Don’t Have One

Forrester: Digital Business Imperative, Fenwick/Gill


for Distribution


• Digital Strategy – What To Do If You Don’t Have One Execute a Digital Strategy Boot Camp

• Goals: • Draft your Technology Landscape - current and near future

state • Draft your integration plan to core backend systems • Identify your personas and prioritize their digital enablement • Review marketing requirements/opportunities for the first

phase • Review your resource allocations/needs • Craft a plan to acquire and manage product content • Set your goals and timeframe to achieve


for Distribution


• Digital Strategy – What To Do If You Don’t Have One • Execute a Digital Strategy Boot Camp

• Use Outside Experts • Revisit every 4 – 6 months

– keep the evolution alive and increase speed


for Distribution


• CMO/CDO – What To Do If you Don’t Have One? • Create A Digital Innovation Team

• Inside Stakeholders • Technology • Marketing • Operations • Finance

• Outside Stakeholders • Technology • Marketing • Operations

• Outsiders = Passionate Experts • De-risk Your Initiatives


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• Build Your Technology Landscape

Three key issues: • Problems with “bolt-on” approach • Technology deficit • Complicated


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• Build Your Technology Landscape “Companies started their eBusiness efforts by bolting them onto the existing business. But treating every new digital touch point as another project generates organizational and technical chaos. This chaos intensifies the operational challenge; that your organization’s structures, technology, and metrics are siloed into functional building blocks, each striving for internal efficiency and fighting for scarce resources. The “digital bolt-on” way of thinking makes it much harder to respond to change in agile ways. Your technology management teams, spread thin chasing projects to maximize the prospects of one department or another, are in a downward spiral. Your business needs a reset. You need to look at digital holistically.”

Forrester: Digital Business Imperative, Fenwick/Gill

Dealer

“Existing technology assets are not ready for digital strategy. Many companies find themselves in a technology deficit after years of squeezing technology budgets combined with the “free-for-all” approach where individual departments were allowed to pursue technology implementations that they independently fund. The resulting tangle of technologies leaves many organizations dealing with

architecture so complex and customized that even minor changes are expensive and slow. And when it comes to integrating digital technologies, attempts by marketing to circumvent the technology nightmare only exacerbate the problem, creating disparate solos of data.

The State of Digital Business 2014 – Nigel Fenwick, Forrester, May 7, 2014

Technology Deficit


Dealer

The Digital Landscape is Increasingly Complex


Legacy “Bolt-On” eCommerce Approach


Dealer

• Craft your technology landscape • Identify personas and prioritize journey maps • Strategically enable personas across all channels • Craft phases that last no longer than 6 – 9 months • Staff for transformation • Establish aggressive goals • Implement marketing and operational programs to

accomplish goals • Run all of the above in continuous improvement

initiatives as much as possible

Adopt a “Land and Expand” approach


Critical Moves • Senior Leadership – Engage!! • Execute a Digital Strategy Boot Camp • Build Your Digital Innovation Team • Map out and build your technology landscape • Prioritize your efforts into 6 – 9 month phases • Resource Appropriately • Set Goals and Measure • Get Digitally Engaged—Upcoming Events

• Unleashed WD, Forrester eBusiness Forum • New CEO Strategies for Creating Value in the Digital Age


Thank You! CONTACT US:

Insitesoft.com [email protected]

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NAVIGATING THE DIGITAL LANDSCAPE

FOR DISTRIBUTION

Produced by:

Download handouts (PDF) : www.mdm.com/slides or [email protected]

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