Digital Transformation Framework
Use a data-driven digital transformation framework to evaluate opportunities, develop an evidence-based roadmap for growth and create an effective plan of action.
Stop Committing ‘Random Acts of Digital’
Our data-driven transformation framework enables you to:
- Identify opportunities for growth
- Identify opportunities for innovation
- Identify new sales opportunities
- Employ the most effective marketing tactics for your business
- Understand if and how you can take on your digital competitors
- Identify capability gaps
- Select or create the right technology to deliver transformation
- All using data driven decision making.
What Would You Like To Do Now?
Common Course Questions & Answers
The starting point for any digital transformation project is with strategy and with strategy. We have to use the 7 Principles of Digital Transformation Framework, developed by Ionology. It is academically peer-reviewed and taught in many leading universities. Out of the framework; you can start with any of the first 6. #1 Know yourself, #2 Know your customer, #3 Know your market place, #4 Know your resources, #5 Where are you now?, #6 Where do you want to go? #7 is Creating your Strategic POA. Most people feel more comfortable starting with where they are now and where they want to go. But it is equally as valid to start with “Know Yourself”, a diagnosis of the situation and articulate your unique VP going forward. Strategy is not written in a linear sense, as we get more data and we start to query the process, our value proposition can change, our ambitions can change, until we reach the time where we are content with our chosen play or pathway. The advice which we would offer is to start at number one “know yourself” and truly diagnose the current situation as to “why we need change” or start with number 5 which is “where are we now” as both are similar inward reflections of your organisation.
The framework works for any organisation prepared for change. The organisation must first have accepted there is a requirement for transformation and then must be willing to accept data will give guidance but leadership must take decisions. Marketers can communicate, but value propositions must be made. Technologists can deliver technology, but the endgame of what they’re trying to achieve must be clearly articulated and understood before technology is included. It will work for any organisation whether they are commercial or public sector, charitable or even political. The challenge each organisation has is making sure the culture is willing to accept change. However, the framework will accommodate any organisation.
The framework takes an in-depth look at what you would like to achieve in terms of your own ambitions and how you can create a unique value proposition. It uses data to understand what is happening in your marketplace – who are your competitors, how much momentum do they have and how can you create a plan to displace them? It also uses data to establish what the customer demand is and understand if you are able to attract enough customers with your value proposition. The framework takes into consideration the available resources your organisation has in order to be able to calculate if you have enough resources to achieve your stated ambition. It provides a list of “plays” or pathways your organisation can take from where it currently is to where you want it to be, taking into consideration whether you have capacity, capabilities and innovations to drive the change needed within your organisation. Last is the execution of your organisations new strategy using the all important tactics to be carried out in order to deliver upon your ambition. The framework guides you through the process of gathering the data, calculating the requirements and creating measured outcomes. It principally requires inputs from leaders, marketers and technologists to drive the organisation forward on your chosen path of growth.
Leadership skills are typically needed – best suited for leaders and decision makers who can ask the right searching questions when trying to diagnose the situation and can lead organisations through change. These individuals will also have the ability to remove the ‘noise’ from the conversation and understand the strategic imperatives. The challenge with many organisations that have undertaken this in-house, is that they can quickly get swamped, resorting back to tactical, non-strategic actions that run and drive day-to-day business; talking about their internal capabilities and desires as opposed to the strategic way ahead.
It is strongly advised that you attain an external person/resource, free from corporate baggage, who can ask questions and keep the conversations strictly strategic and in line with the framework, to prevent people from drifting into anecdotal hearsay about why they should or shouldn’t be performing particular tasks. The preference is external, but this is not to say it cannot be done by an impartial leader who can make pragmatic decisions.
The data can come from using software provided by Ionology or other third-party sources. For example, if you wish to find out how your competitors are doing online, our free software tool propulsion.ionology.com will enable you to score yourself against them.
If you want to ascertain customer demand in the marketplace, use google keyword planner. Experimentation can be used to make judgement calls on customer tasks and intent to complete particular tasks. For more information on what data can be obtained and how, take our free Digital Transformation training course or get in touch.
There are mechanisms within the cultural block of the transformation Framework that will help you create the right cultural change. Cultural change does not mean you have to stop doing what your organisation does and immediately switch over to what you would like to do.
There are proven methods to address this. These methods need to be resourced to ensure business as usual is delivered whilst enabling the transformation process to begin by a series of small transitions, growing into much larger transitions.
The Framework uses data to calculate both customer demand and competitive force within the marketplace.
It will tell you if you have the right resources before entering new markets, creating new markets or competing in existing markets.
The framework will tell you if you have a clear ambition and a clearly articulated value proposition.
It will tell you what strategic “play” or pathway best suits your organisation’s growth plans and how to execute.
Most of all, by choosing a play, you will be able to understand much more clearly what actions and tactics you should not be partaking in, as well as those which should be encouraged.
Finally, the framework will help you develop a coherent plan of action, a set of tactics and defined outcomes which are typically delivered through technology and communications. It will provide the guidance required for your organisation to improve innovation and close capability gaps.