Digital strategy is often thought of in terms of e-marketing or channels such as social media. But the impact of digital technology is being felt at a transformational level across all aspects of the business. Technology permeates every aspect of our daily lives and it is this movement that is forcing businesses to rethink how they engage with their stakeholders, partners and staff and how they serve their customer at every stage of the lifecycle.

1. Organizations
with High #Digital
… A N D COMMO N CH A L L E N GES P US H I N G O RGA N I ZATI O N S TOWA RDS
A HOLISTIC DIGITAL BUSINESS STRATEGY
www.StratfordManagers.com @StratfordMgrsDT

2. How can organizations leverage technology to succeed,
to serve, to create competitive advantage.

3. The HOW is more important
than the WHAT
 How you adapt to change
 How you identify opportunities
 How you execute
 How you lead through change
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4. Pain Point:
The Customer Experience
 Many channels (digital AND physical).
 High consumer expectations
 Some you own, some you don’t… think
reviews, social, consumer ratings etc.
 How do you manage across different
functions or departments?
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5. People, processes and tools behind every channel
Data/
Analytics
Processes
Customer
feedback
Content/
Strategy
People
Technology

6. Paint Point:
Data. Lots of it but little insight.
According to the International Data
Corporation, just 3% of all global data is
currently tagged and ready for
manipulation and only 0.5% is used for
analysis.
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7. Paint Point:
Who owns digital?
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8. Pain Point:
No speed bumps…
 It took 70 years for telephones to reach 50% of
households
 28 years for radio to reach 50% of households
 10 years for internet access
 It took Facebook 852 days
 It took twitter 780 days
 It only took Google 16 days to reach 10 million users
Source: The digitization of everything - Ernst & Young
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9. So what ARE organizations doing to build their
#DigitalMuscles? #DigitalIQ

10. Rebooting the Customer experience
#CustomerJourney
Relentless focus on understanding
customer behavior, how they want to do
business with you now, and in the future
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12. OUTSIDE IN
APPROACH
DATA AND
ANALYTICS
OPTMIZE
DIGITAL
AND
PHYSICAL
STRATEGIC
CHOICES OF
DIGITAL
CHANNELS
Journey Mapping,
customer
understanding,
crowdsourcing.
Data driven
decisions.
Integrated
analytics.
Online
Services/enhance
physical services with
digital. Launch new
services
Social, mobile,
apps, web etc.

13. Vision and Governance
Change and results will come from people
knowing what the organization is striving
for and what is expected of them.
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14. CASE STUDY: VOLVO and the Connected Vehicle

15. New BFFs
 CMO is expected to lead in
improving marketing effectiveness
and creating greater customer
insights…
 Traditionally, head of IT has the last
word on all things technology…
….the most important function for
marketing to align with in this digital
shift is I.T.

16. Almost everything can be measured. But
what is meaningful? Data is to
organizations what Gatorade is to an
athlete.
Fueled by Data.
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17. Data helps you to see around corners…

18. Relentless Prioritization
#DigitalRoadMap
Organizations with high digital IQs, don’t
excel in ALL channels. They make choices.
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19. Flexible. Nimble. Quick to Adapt.
Break silos. Work together to decide how
to remove obstacles. Think Big. Start Small.
#FailFast.
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20. Recap: Characteristics of High Digital IQ
1. Place the customer above all else
2. Vision and governance
3. Data driven decisions
4. Ruthless Prioritization. Digital Road Map
5. Quick to adapt. Fail fast
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21. So Now Over to You: Flex Your #DigitalMuscles and Raise
Your Organization’s IQ! YES? COMMENTS?