Evaluate your key business goals and work out the changes that are required to achieve those. These changes might be so small and incremental that it may not even appear to be a ‘transformation’. Keeping an eye on the goals, will ensure that you do not invest in areas that do not necessarily need changing. It will also ensure that you simply do not replace an existing process with a new one, without first working out how that change will impact your organisation.
Think beyond features – to the Benefits
Technology investments often end up being the shiny new toy. Decision-makers in organisations may get attracted to snazzy devices and application features – and lose sight of evaluating the true benefits of the technology. For instance, the sales rep selling in-store would have a very good idea of what sells and how much stock to carry. There may be no incremental benefit in equipping the rep with an app that provides real-time sales analytics and inventory data. So, the app gets relegated to being just a feature with no real benefits. On the other hand, a field sales rep might find it extremely useful, especially in sectors that are prone to unpredictable spikes in demand.
Be ready to Invest in the change
You have evaluated the changes that your organisation needs, you have identified the technologies that can truly benefit your organisation – you must be ready to invest in that change. This is not only about financial investments – you have to invest time and in people. This requires your organisation to think of the RoI, again not only in terms of finances but also in terms of effort. Be aware that your biggest challenge in implementing the required change might be people – so invest in making them less resistant and more welcoming of the change.
There will be distractions galore in your transformation journey – emerging tech areas, solutions that seem to be working for your competitors and so on. Mukherjee proposes a simple thumb rule, “If it fits the strategy and looks feasible go with it; if it is outside the agreed strategy then think long and hard, and then turn it down – or change the strategy!”
This blog is based on Niloy Mukherjee’s recent report titled “Digital Transformation in Sales and Marketing”.
Click here to download the full report ?