1. Digital Evolution Curve
Many will be unable to achieve this journey.
A killer combination of Complexity (internal/external) and Pace will simply be too much.
“In 10 years, 40% of the companies in this room will be dead.”
John Chambers on digital disruption
Digital Evolution Stage
Stage 0: None
Senior team don’t believe digital has any benefits.
Strategy based on past achievements and position in value chain.
No digital transformation plans.
40% of organisations
Stage 1: Marketing Channel
Digital benefit only seen from marketing channel angle.
Ecom / Fintech / early Martech.
Micro digital transformation in business.
35% of organisations
Stage 2: Customer Exp. & Operations & Organisation
Digital benefits sought from joined-up customer experience and operational efficiencies.
Need full organisational change
Martech / HR analytics
Macro digital transformation.
15% of organisations
Stage 3: Digital Innovation
Digital benefits sought in all areas including industry/business model innovation.
Adaptability is core to competitive advantage.
Corporate innovation garages.
(I) Entrepreneurs and high growth businesses (needing maturity).
Data/insight is king
10% of organisations
Today
Requiring Business Adaptation
But for those who can.
“The most digital advanced companies are 26% more profitable than their competitors.”
CapGemini
Strategy
Ability to experiment
Objectives
Leadership
Business Model
Corporate Structure
Customer Experience
Omni-channel/Relevant
Products
Delivery
Marketing / GTM
Customer Care
Risk
Operations
Joined-up business processes
Production
Creative
Financial
Warehousing
Distribution
Technology
Systems
Acquisition
Retention
Upsell
Data
Human
Talent
Size
Structure
Spirit
Environment
What and how depends on the digital evolution stage