NAVIGATING THE DIGITAL LANDSCAPE FOR DISTRIBUTION
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1 Download handouts (PDF) : or info@mdm.com NAVIGATING THE DIGITAL LANDSCAPE FOR DISTRIBUTION Featuring: Linda Taddonio September 25, 2014 Produced by: Event Sponsor: 1
2 Speaker Linda Taddonio Co-Founder and ecommerce Strategy Officer Download handouts (PDF) : or info@mdm.com Event Sponsor: 2
3 Navigating the Digital Landscape for Distribution Linda Taddonio Chief ecommerce Strategy Officer Insite Software
4 Agenda Update on research and themes in the marketplace Digital Strategy What to do if you don t have one Navigating the Digital Landscape CMO/CDO for Distribution What to do if you don t have one Build Your Technology Landscape Key Takeaways
5 Update on research and themes in the marketplace March 2014 Forrester - The Digital Business Transformation Playbook Business themes Digital is now central to your business Digital Maturity has 4 dimensions; Navigating the Digital Landscape for Distribution Culture, Org Structure, technology, metrics Those who have invested are seeing positive results Current business model may be the biggest barrier to transformation Speed, agility, and experimentation are keys to transformation Technical Themes Digital models require an integrated/ dynamic ecosystem Bolt-on approaches are no longer sufficient Many organizations find themselves with a technology deficit
6 Update on research and themes in the marketplace Navigating the Digital Landscape for Distribution
7 Update on research and themes in the marketplace Forrester - The State of Digital Business 2014 (Fenwick) Forrester - Unleash Your Digital Business ( Fenwick/Gill) Forrester 10 Pitfalls to Avoid During ecommerce Replatforming Navigating the Digital Landscape (Sheldon/Varon) for Distribution Forrester The Case for Channel Shifting Customers Online (Hoar) Forrester Trends 2014: Staffing and Hiring for ebusiness (Gill/Rolzen) Baker Tilly Getting ecommerce Strategy Right Baker Tilly It s Time to See ecommerce Differently General Electric Industrial Internet Pushing the Boundaries of Minds and Machines (Evans/Annunziata) CapGemini Digital Transformation Review quarterly publication (Didier Bonnet)
8 Digital Strategy What To Do If You Don t Have One Navigating the Digital Landscape for Distribution Forrester: Digital Business Imperative, Fenwick/Gill
9 Digital Strategy What To Do If You Don t Have One Execute a Digital Strategy Boot Camp Goals: Draft your Technology Landscape - current and near future Navigating the Digital Landscape for Distribution state Draft your integration plan to core backend systems Identify your personas and prioritize their digital enablement Review marketing requirements/opportunities for the first phase Review your resource allocations/needs Craft a plan to acquire and manage product content Set your goals and timeframe to achieve
10 Digital Strategy What To Do If You Don t Have One Execute a Digital Strategy Boot Camp Use Outside Experts Revisit every 4 6 months Navigating the Digital Landscape for Distribution keep the evolution alive and increase speed
11 CMO/CDO What To Do If you Don t Have One? Create A Digital Innovation Team Inside Stakeholders Technology Navigating the Digital Landscape for Distribution Marketing Operations Finance Outside Stakeholders Technology Marketing Operations Outsiders = Passionate Experts De-risk Your Initiatives
12 Build Your Technology Landscape Three key issues: Navigating the Digital Landscape Problems for Distribution with bolt-on approach Technology deficit Complicated
13 Build Your Technology Landscape Companies started their ebusiness efforts by bolting them onto the existing business. But treating every new digital touch point as another project generates organizational and technical chaos. This chaos Navigating the Digital Landscape for Distribution intensifies the operational challenge; that your organization s structures, technology, and metrics are siloed into functional building blocks, each striving for internal efficiency and fighting for scarce resources. The digital bolt-on way of thinking makes it much harder to respond to change in agile ways. Your technology management teams, spread thin chasing projects to maximize the prospects of one department or another, are in a downward spiral. Your business needs a reset. You need to look at digital holistically. Forrester: Digital Business Imperative, Fenwick/Gill
14 Technology Deficit Existing technology assets are not ready for digital strategy. Many companies find themselves in a technology deficit after years of squeezing technology budgets combined with the free-for-all approach where individual departments were allowed to pursue technology implementations that they independently fund. The resulting tangle of technologies leaves many organizations dealing with Dealer architecture so complex and customized that even minor changes are expensive and slow. And when it comes to integrating digital technologies, attempts by marketing to circumvent the technology nightmare only exacerbate the problem, creating disparate solos of data. The State of Digital Business 2014 Nigel Fenwick, Forrester, May 7, 2014
15 The Digital Landscape is Increasingly Complex Dealer
16 Legacy Bolt-On ecommerce Approach
17
18 Adopt a Land and Expand approach Craft your technology landscape Identify personas and prioritize journey maps Strategically enable personas across all channels Craft phases that last no longer than 6 9 months Staff for Dealer transformation Establish aggressive goals Implement marketing and operational programs to accomplish goals Run all of the above in continuous improvement initiatives as much as possible
19 Critical Moves Senior Leadership Engage!! Execute a Digital Strategy Boot Camp Build Your Digital Innovation Team Map out and build your technology landscape Prioritize your efforts into 6 9 month phases Resource Appropriately Set Goals and Measure Get Digitally Engaged Upcoming Events Unleashed WD, Forrester ebusiness Forum New CEO Strategies for Creating Value in the Digital Age
20 Q & A
21 Thank You! CONTACT US: Insitesoft.com
22 NAVIGATING THE DIGITAL LANDSCAPE FOR DISTRIBUTION Questions? Download handouts (PDF) : or info@mdm.com Produced by: Event Sponsor: 22
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