A PRACTICAL, DATA-DRIVEN METHOD FOR CREATING SUSTAINABLE COMPETITIVE ADVANTAGE IN THE DIGITAL AGE
THE IONOLOGY DIGITAL TRANSFORMATION FRAMEWORK:
Use the Ionology Digital Transformation Framework 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.
USE DATA TO DIAGNOSE THE BEST OPPORTUNITY FOR BUSINESS GROWTH
Creating a vision and a clear journey as well as expressing the value that brings to your customer, is crucial when delivering change. This process is significantly simplified and structured using this framework.
CALCULATE EXACTLY WHAT THE CUSTOMER WANTS
This framework helps you calculate the volume of customers in the market you wish to grow in, identifies the tasks the customer is trying to achieve and tests if the customer would buy your proposition over that of your competitors.
EVALUATE YOUR COMPETITORS
Don’t waste your resources taking on battles you can never win. Understand your competitors’ propositions, calculate their online force and find a niche you can own.
MAKE PLANS THAT ARE ACHIEVABLE WITH THE RESOURCES AT HAND
Leverage what you have to get what you need. Your organisation’s available resources play a key role in how your digital transformation journey will map out. Time, talent for innovation and cash availability can all be leveraged to your advantage.
THIS IS THE IONOLOGY STRATEGY QUADRANT
Principle 5: Where are we now?
Principle 6: What play can we make?
DEFINE YOUR BASELINE
Principle 5: Where are we now?
All transformation journeys have a starting place – where you are now in the digital marketplace. Use data to define that position in the Ionology strategy quadrant and give your organisation common understanding for ultimate clarity in communication.
SELECT YOUR PLAY.
Principle 6: What play can we make?
There are set plays for moving around the quadrant. Calculate implications of any given play on your top line growth, cost of investment and use of resources before you pivot your business.
CREATE A CLEAR PLAN OF ACTION FOR MANAGERS TO IMPLEMENT
Principle 7: Strategy Execution
Turn your transformation strategy into actionable projects and tasks. Assign responsibility, unify your people and bring your plans to life.
WHERE WILL YOUR DIGITAL TRANSFORMATION JOURNEY TAKE YOU?
The Framework can be used manually or using our Direction software
What would you like to do now?
Buy Ionology diagnostic report for £1,000
The report will explain:
- Where you are now in the digital marketplace
- Where you can go
- The key challenges facing your business
TALK TO AN EXPERT
Talk to an expert about our range of consultancy packages
FREQUENTLY ASKED QUESTIONS ABOUT THE IONOLOGY DIGITAL TRANSFORMATION FRAMEWORK
How does the framework work?
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.
Does the framework work for any 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 organisations has is making sure the culture is willing to accept change. However, the framework will accommodate any organisation.
What will using this framework tell us? »
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 enough ambition and a clearly enough articulated value proposition, and it will tell you what “play” or pathway best suits your organisations growth and how to execute that. 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 we should be partaking in. Finally, the framework will help develop a coherent plan of action, a set of tactics and outcomes which are typically delivered through technology and communications, while also giving you the guidance your organisation will need to improve innovation and close capability gaps.
How do we carry out business as usual and transform at the same time? »
There are mechanisms within the cultural part of the transformation framework which will help to 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 that would need to be taken into account and those methods need to be resourced in order to make sure business as usual can be carried out and the transformation process can begin by a series of small transitions, growing into much larger transitions.
Can I see examples of how this framework has worked before? »
There are many case studies in the case studies section of the website. Click here to read more.
What skills are needed to use the framework? Can this be done in house? »
The skills that are typically needed are leadership skills. Those who can ask the right searching questions when trying to diagnose the situation, and can lead organisations through change. These individuals will also need the skills to be able to remove the noise from the conversation and look at what the strategic imperatives are. The challenge many organisations have done this in-house is that they can quickly get swamped by getting back into 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 gain an external person, free from your 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 take pragmatic decisions.
What data do we need? »
The data comes from within the framework, either using the software provided by Ionology or other third party sources. For example, if you wish to find out how your competitors in your marketplace are doing online, www.ionology.com/dmd will allow you to score yourself against competitors, and it’s free! Ionology’s software “Direction” will go into great detail as to how your competitors are performing. If you wanted to know how great customer demand is you can use google keyword planner to see what marketplace demand is, or use Direction for much greater detail and insight. 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, visit our Digital Transformation training page for our free training course or get in touch.
Is software needed to use this framework? »
If you’re a larger organisation yes. If you’re small probably not. Large organisations happen to have more people involved, and with more people comes more complexity. Ionology software reduces the confusion around having multiple people performing multiple tasks as the same time in order to achieve the same strategic ambition. It goes beyond project management as it sticks to the Digital Transformation framework and it forces those who are involved to make very clearly articulated strategic plans which can be shared among other key stakeholders.
Where do we start? »
The starting point for any Digital Transformation project is with strategy and with strategy we have to use the 7PDBS framework, which has been developed by Ionology, is academically peer reviewed, and taught in many leading universities. Out of the 7 Principles, and 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 (The 7th principle 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.
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