Listen to our podcast episode with our Growth Leads Joni Lindgren and Jasmin Yaya, about their experiences helping organizations with digital transformation.
First, you need to understand what digital transformation means.
It is an organizational transformation and a way of working that needs to change. It is the use of technology that will improve the company's performance, create added value for the end-users and thus increase loyalty and business. Digital transformation involves both a cultural and organizational change but also a change in leadership.
You usually think that all employees already know what goals the organization should achieve. But that is not always the case, at least not in detail. Not everyone understands what the goal is, and everyone will work in different directions. Talk to your employees and make sure everyone understands what the goal is. And make sure they have the right conditions to work to achieve it.
Ask people within the organization who have expertise in digital growth. Ask them, "We want to make this amount of money, at this time, with this budget. What would you do to get there?". You have several people to help. Probably someone who works with keyword optimization, a product owner who leads the development team and a marketing communicator who is an expert in writing in digital channels. All these people can probably help you as a business leader. They have the digital skills and understanding of the method and technology required to achieve the goal.
Developers traditionally sit in the IT department. It does not work, and they need to work cross-functionally with the marketing department to understand the needs of the organization from a holistic perspective.
Everyone knows you will not survive on a one-off basis. There are different names for that role, some examples being Product Owner, Product Manager, Growth Manager - or Growth Lead as we call it. It is responsible for leading a process and team that will increase the number of repeat customers. This person should be able to set goals, work data-driven and prioritize product development to ensure repeat customers are growing.
Instead of different departments in the organization owning different key figures, it should instead be the cross-functional teams that own each of the key data. These key figures should, in turn, map to a single overall goal. Each team should consist of several different expert competencies such as developers, analysts, UX designers and Growth Lead to achieve the key figures that the team owns and influences.
Having an analyst with them in the team makes a big difference. A person with digital knowledge, has a business understanding, can analyze the data that comes in and can map it against the business goals. The analyst helps the others in the team to make decisions on analysis and insights.