The document outlines a 7-step process for developing a digital strategy, addressing common barriers along the way. It begins with identifying external market forces and competitors driving the need for change. Next, it involves securing commitment from leadership and cross-functional teams. Formulating alternatives requires confronting truths, prioritizing opportunities, and ensuring technical readiness. The best strategies synthesize ideas into a coherent direction with governance and metrics. Finally, the vision must be socialized across the organization to gain support for execution. The process emphasizes collaboration, cultural change, and using data to inform strategic choices.

1. Crafting a Digital Strategy:
A Process & Checklist for Digital Strategy Development
Ed Terpening
Industry Analyst, Altimeter
@EdTerpening
Aubrey Littleton
Researcher, Altimeter
@AubreyLittleton

2. Enter document title and manual fixed date in this placeholder on the topmost slide master to “lock footer” information 2Proprietary and confidential. Do not distribute.
WORLD-REKNOWNED TALENT
Altimeter's principal analysts and authors,
Charlene Li and Brian Solis, have authored
much of the influential research on critical
digital and technology topics.
Altimeter, Prophet’s
analyst team, helps clients
understand and respond
to digital disruption
A UNIQUE COMBINATION
Altimeter’s research-based frameworks,
combined with Prophet’s world-class
consulting capabilities come together
to create deep digital expertise and help
clients bridge the gap between strategy
and execution.
LEADING-EDGE INSIGHTS & BEST
PRACTICES
Our digital strategies are grounded in best-in-
class research covering digital transformation,
social business and governance, big data,
customer experience, content strategy,
and the Internet of Things.
Charlene Li Brian Solis Susan Etlinger
Ed Terpening Omar Akhtar Aubrey Littleton

3. 3
Welcome!
And thank you for joining us.
@EdTerpening @AubreyLittleton

4. 4
Polling Question
What best describes your digital strategy
state today:
∙ No plans
∙ Planning now
∙ Executing strategy
∙ Scaling & measuring results

5. 5
Digital Transformation
The realignment of or new
investment in technology,
business models, and processes
to more effectively compete in an
everchanging digital economy.
Digital Strategy
A plan of action to achieve
business objectives using digital
technologies

6. Our research report identifies a phased approach, questions
to ask, and the barriers addressed at each phase

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Developing a Digital Strategy
The best strategy answers the right questions: 7 steps to guide you.

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4
5
6
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Key Factors
∙ Market forces (external)
∙ Cultural shift (internal)
∙ Competitor moves
Outcome
∙ Identify driving forces for
digital moves
“The benchmarks for customer
experience are not necessarily
being set by organizations in your
industry.
They’re being set by companies like
Amazon, Uber and Netflix.”
Katharine English
Chief Marketing & Customer Experience Officer
National Association of Professional Women
1

10. 10
1

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Polling Question
What best describes your push to create
digital strategy:
∙ Market forces
∙ Cultural shift
∙ Competitor moves
∙ Leadership directive

12. 12
Key Factors
∙ Business objectives
∙ Guiding principles
∙ Investment / budget
Outcome
∙ Secure commitment from a
leader who can bridge
organizational silos
2
“Change requires leadership, and
digital is no exception”

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2

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Key Factors
∙ Organizational structure
∙ Building alliances
∙ Including key stakeholders
Outcome
∙ Form a team with “skin in the
game” to source the best ideas
and ensure alignment
3
“The key is that you can’t be
successful on your own and do it all
yourself.”
Scott K. Wilder
Sr. Director / Global Nation Builder
Marketo

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3

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Key Factors
∙ Confront internal &
external truths
∙ Identify new value
propositions
∙ Identify threats
Outcome
∙ Create a clear picture of
both internal readiness
and market opportunities
“For a lot of people within the
organization, digital is a foreign
concept.”
Monu Kalsi, VP of Digital, Zurich North America
4

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4

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Key Factors
∙ Prioritization
∙ Engage to bridge silos
∙ Ensure tech infrastructure &
teams engaged
Outcome
∙ Formulate digital strategy
alternatives
“The sheer amount of coordination
and friction that you endure…is a
big challenge. Everything around
the company is focused on silos, so
there’s no real incentive for people
to stop what they’re doing.”
anonymous digital strategist
5

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Polling Question
If you have co-created strategy, which of the following
barriers were addressed successfully:
a) Alignment, getting silos on the same page
b) Securing resources for digital
c) Moving internal culture towards a digital mindset
d) Understanding priorities of impacted departments

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5

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Key Factors
∙ Create roadmap
∙ Confirm economics
∙ Begin governance discussion
Outcome
∙ Synthesize ideas into a
coherent direction
“To be really effective, you need a
strong but flexible governance
structure: something that feels like
silk, not something that feels like
steel.”
Claudia Gorelick, US Business Design Director,
Accenture Interactive
6

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Key Factors
∙ Strategy roadshow
∙ Share the vision
∙ Confirm KPIs
Outcome
∙ Seek leadership and key
stakeholder commitment to
strategy roadmap execution
“It’s all about change management.
You have to keep on selling your
business case — your
transformation agenda. Always. It
never stops. If you stop having that
conversation, you stop
transforming.”
Rohit Prabhakar, Head of Digital
Marketing & Technologies, McKesson
7

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Key Takeaways
✓ Collaborate to align
✓ Don’t neglect cultural change
✓ Leaders are accountable
✓ Use data to inform, not dictate

26. Q&A
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no
warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and
contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference
herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation
or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed
herein are subject to change without notice.
Ed Terpening
Industry Analyst
ed@altimetergroup.com
@edterpening
Altimeter provides research and advisory for companies challenged by business disruptions, enabling them to pursue
new opportunities and business models.
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27. 27
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