The Digital Transformation Framework

Digital transformation is a term gaining popularity due to organization’s need to keep progressing digitally as the landscape evolves. The Arke developed framework for transformation has three of the following goals: ranking and scoring your organization on your present and future state, creating a taxonomy as a way to get everyone on the same page on the topic of digital change, and thirdly to help establish a vision for change management.

We define digital transformation as the implementation and investment made in technologies that indirectly or directly affect and impact your end customers. The word transformation refers to your organization’s ability to fully adopt, take advantage of, and benefit from technology.

The questions in the framework are designed to measure your capabilities in terms of people, process, technology/ tools, and data. What we found in doing this exercise with our audience at our Marketing Technology South Event is that most of them had higher scores in two of the pillars and lower scores in the other two. It’s a tough balancing act between what you know you’re doing well and what you know you need to be doing better.

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How to Audit People, Process, Technology, Data

People: Your team is vital to the success of your digital efforts. According to a survey from Forrester on Econsutancy, 43% of firms with a mature digital strategy see competing departments wanting to own digital as the most significant barrier to effective digital transformation.” It’s difficult enough to be concerned about competitors, but if you’re facing internal challenges it can seem like an uphill battle. If it seems like your team has unaligned goals and objectives, think about having an internal meeting to bring everyone together on the same page. If you still find it difficult look at bringing in a partner to help align your team.

Process: This is an area we see many organizations fall short the most. Is what you’re doing consistent enough for someone else to learn, understand, and pick up? Although documentation can seem annoying, it makes it easier to catch mistakes and make improvements in the long-run. It’s also a way to prove results in benchmarking.

Technology/ Tools: Think about your capabilities with specific technologies. Are you taking full advantage of their abilities? This portion of the assessment will help you evaluate how you use tools. This survey from Forbes Insights and Oracle Marketing Cloud on digital marketing technology capabilities lists what marketers consider to be the most important capabilities.

Data: Many tools collect data but understanding how to use it is more important. Data is great but only if you can make inferences from it. Do your tools allow you to pull and collect data from multiple places? Organizations need to be able to make informed decisions based on data.

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When you conquer the aspects of people, process, technology, and data you’ll have a full view of what areas your organization can improve in. Download the free framework by filling out the form below to get started.

As Chief Marketing Technologist at Arke, Chris Spears helps senior leaders align marketing technologies to broader digital transformation and customer experience initiatives. Versed in both technology and strategy, he is uniquely positioned to help clients and prospects understand the possibilities of marketing technology. He is a Sitecore Digital Strategy MVP with experience in web content management, customer relationship management systems, and analytics. A graduate of Georgia Tech with a B.S. in Computer Science, Chris is active in the Metro Atlanta Chamber Board of Directors, the Technology Association of Georgia, the American Marketing Association, the Atlanta CEO Council, and the Institute for Enterprise and Innovation.