Digital transformation

@jan_heyens@jan_heyens
Digital transformation
@jan_heyens – jan heyens – jan.heyens@gmail.com

Speed inside the company Speed outside the company
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Do you see this happening ?

Do you feel like I did one day ?
“Digital transformation is
the answer but what, how,… “
Source : Eric Brown

Are you, as I am, not digital by
nature ?
“Plain English please”

If 3x “Yes” than

Source : mizzitechinfo
5 layers that change the game
• You can “rent” vs buy your IT infrastructure
• Security, upgrades, storage … are included
• All is in the cloud so accessible anytime, anywhere
 Even a small company can do miracles
 all the knowledge of the
world in your pocket
 Talk with the world and
become your own media
channel

5 layers that change the game
 All has become digital so can be
• traced, stored
• computed to generate insights
• automated
 All humans and billions of objects
always connected

Data = new raw materials of
tomorrow’s economy
Data input
will go ballistic
• 90% of interactions will be digital.
• App use ; Social media
• IOT *(Cars, wearables, health
monitoring,..
Cheaper data treatment
and storage in the cloud
• Price of Parse, MS Azure, Amazon
webservices 
Connectivity &
battery life improvements
• IOT (1 €/year to connect) and
battery life 10 years
• 4G, Wifi, bluetooth
IOT = Internet of things = objects connected to the web

Example : What does it mean for
marketing ?
 Scaled to millions of people
quickly and cheaply as costs for
storage, bandwidth, and
computing are relatively tiny.
 Delivered globally in a fraction of a
second.
 Easily altered — you can
manipulate bits in the digital
world far more fluidly than
atoms in the physical world.
 Easily measured — you can
accurately track how people interact
with them.Source : Scott Brinker

“We are entering a world where digital
innovation is merging with traditional marketing
fundamentals to create new approaches, new
brand leaders, and new models for success.”
Source : Forrester research David Cooperstein

Digital transformation
3 reasons

Better
processes
New
business model
Customer
experience

Myths on digital transformation
Myth : “We invest in
technology, so we
are ok.”
Fact : Technology is
not the problem. But
if culture, objectives
and leadership not
in place, technology
ROI will be bad.
Myth : “Culture is the
least important
factor”
Fact : Transformation
= change = resistance.
So in fact culture shift
is the hardest part
Myth : “We have
appointed a Chief
Digital Officer, he will
solve the issue.”
Fact : While a CDO
might be useful, often
it is a way to park the
challenge in a silo and
1 year later the CDO
quits or gets fired.

Transformation in steps
Step 1 : Business Model

“80% of all businesses will be affected by the
digital transformation”
Source : Forrester research David Cooperstein

Some examples ?

The WHY is : What utility do we
create for the customer or put
differently :
NOW : Business model
as is
Is your business model at risk ?
If your company would disappear what would
customers say about you ?
“I will miss them because ………. ”
PS : If you won’t be missed you got a problem

What will happen in
the future ?
Is your business model at risk ?
Questions Some random examples
Buying behavior Online,..
Communities Co-buying
Sharing vs buying Car sharing
Platforms Booking. com,..
Technology breakthrough Batteries recharging in 10 min
Internet of things Collect data and create a better experience
Competition Concentration and more buying power
Cost drivers Replace cost drivers by automatisation
…..

@jan_heyens@jan_heyensSource : Peter Fisk
Do you want to be a game changer ?

Step 2 : Better
processes
Step 2 : Customer
experience
Transformation in steps

The list of possible changes is long

@jan_heyens@jan_heyensSource : Peter Fisk

Step 2 : Better
processes
Step 2 : Customer
experience
1. What are the biggest problems (acquisition, retention, costs,…)
2. What journeys show critical points ? (internal & external)
3. Which 20% generate 80% of the cost/benefit ?
4. What are the organization's capabilities at this stage ?
5. KPI’s and objectives to reach ?
Step 3 :
Prioritisation
So therefore prioritize
Example of a multi-brand garage
Step 3.1 : Biggest
problem = acquisition

Opportunities Potential Solution Cost/Effort Priority
We don’t attract
enough visitors on
the website
+400% visitors • Content
marketing (LT)
• Adwords
campaign (ST)
• High
• Low
5
4
Once they are on the
website they leave
too quickly
+ 30% less
leavers
Rearrange the
website and
structure
Medium 3
The appointment
form is abandoned in
30%
+ 20% more
conversion
Split the fomr in
2 parts
Low 1
50 % browses with a
smartphone and our
site is made for PC
+ 50% less
leavers
Responsive
website
Medium 2
…..

Step 2 : Better
processes
Step 2 : Customer
experience
1. What are the biggest problems (acquisition, retention, costs,…)
2. What journeys show critical points ? (internal & external)
3. Which 20% generate 80% of the cost/benefit ?
4. What are the organization's capabilities at this stage ?
5. KPI’s and objectives to reach ?
Step 3 :
Prioritisation
Culture
Enablers
(should grow as you
are progressing) Tools Organization
And look for Enablers
Support from CxO

Find a Cxo sponsor that shares
your vision and wants to help
There will be failures
on the road so get the
buy in to make them

As changing organisation is tough

And changing culture is even tougher
• Ignorance : “Why change ?”
• Resistance : “Change means risk and
work and my boss asks 0 risk”
• Giving up :
• “He tried to change something and
failed, why would it work now ?”
• “Digital means testing, trying,… ><
“Mgmt wants results, ROI, business case
so we don’t try new stuff”
• “As long as silo’s stay ,we will never
succeed”
• Town hall meetings to create
awareness
• ° “Coalition of the willing”
• Proof of concepts supported by
CxO
• Communicate a lot
• Celebrate small victories

And then there are other road blocks
Data in silo’s
Opposing
department
goals
Overwhelmed
by technology

Digital marketing is tool hungry : 3
examples of what tools companies use

So where do you start ? Step by step
Know what you want
the tool to do
• Google/ Blogs i.e. www.raziorsocial.com
• Ask # suppliers to inform you
• Ask a multi-vendor consultant to
guide you
See demo’s • Ask suppliers / Free demo’s /visits at
other cies
• Make sure tool is compatible with
future tools
Write
RFP*
• Most demo version are free of charge
• Suppliers are willing to give you test
environment for free
• RFP models are plentiful on the web
Use
demo
Hire marketing
technologist
• This person will be in charge of the
tool(s) and will educate internal users
1.
2.
3.
4.
A. B.or
RFP = request for proposal or an offer a supplier makes

Tools : tips & tricks
Start with free/cheap tools to learn better what you want
The master of the tool (mkt technologist) has to have tons of
passion
Start with the tool that solves a big problem as you need to
gain credibility
Ask help setting up the tool. Some suppliers have success
coaches to help you launch the tool.
Philosophy should be that 70%-95% can be managed without
IT.

@jan_heyens@jan_heyensSource : Oracle
Most legacy
companies
are here
Most start-
ups are here
You could start by positioning yourself

@jan_heyens@jan_heyensSource : Altimeter
Or by filling out a checklist

“The best way is to start small and solve a
problem “

Digital transformation

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