Companies at the Intermediate Stage are making significant strides towards embracing digital transformation. Here are some key characteristics and actions required to move to the next level of digital maturity:
These companies are beginning to bring in digital experts from outside the organization to lead a growing team. This move often requires overcoming cultural barriers and adjusting compensation models to attract top talent.
At this stage, organizations utilize a blend of legacy and modern systems. Initial integrations between these systems are starting to enhance customer experiences, laying the groundwork for a more comprehensive digital ecosystem.
While data is still somewhat siloed, it is increasingly recognized as a critical asset for driving customer experiences. Efforts are underway to clean and integrate data across the organization, enabling more data-driven decisions and personalized marketing campaigns.
The sales teams in these companies have begun to embrace the shift towards an omnichannel buying experience, recognizing the financial benefits of integrating online and offline sales channels.
Challenges and Strategies for Progress
Elevating Digital Leadership
Moving to the Advanced Stage often requires hiring experienced digital leaders from outside the company. This transition can be challenging due to cultural resistance and the need for flexible work arrangements. However, bringing in external talent is crucial for driving digital growth and innovation.
Technology Stack Evolution
Intermediate Stage companies are integrating modern tools with their existing tech infrastructure to offer richer customer experiences. This involves constant assessment of the current tech stack's compatibility with new technologies and often leads to the realization that existing platforms need upgrading to support future growth.
Data as a Strategic Asset
Achieving a higher level of digital maturity involves breaking down data silos and ensuring data cleanliness. Companies must invest in data governance and self-service analytics tools to empower business users with actionable insights, moving decision-making power away from the IT team.
Sales Team Buy-In
Successfully integrating digital channels requires the full support of the sales team. Companies must ensure salespeople are compensated for online sales and publicly acknowledge their contributions to digital initiatives. This approach helps in aligning the sales team's goals with the company's digital strategy.
Path to Advanced Stage
To advance to the next stage of digital maturity, companies should:
Look beyond the organization for digital leaders who can bring fresh perspectives and drive growth.
2. Embrace Flexible Work Models
Offer competitive compensation and work-from-home options to attract top digital talent.
3. Empower Business Users
Provide tools and access to data for business users to make informed decisions independently
4. Align Sales with Digital Goals: Ensure the sales team is incentivized to support digital sales, fostering a collaborative approach to achieving digital transformation.
By addressing these areas, Intermediate Stage companies can continue to evolve and position themselves for success in an increasingly digital marketplace.