I've been involved in several digital strategy developments. What struck me going through those experiences is that it was hard to understand what people meant by 'Digital Strategy'. When working with consulting firms, there wasn't a solid way to approach digital strategy and often lead to recommendations to implement the latest buzzword. The problem I saw was that digital leaders tried to separate digital strategy from business strategy, often leading to disconnect. The Digital Growth Objectives approach follows a set hierarchy to assess what is the desired objective, before setting in place action plans.
How to use?
Each step of the Digital Growth Objectives tool should be accompanied by an in-depth analysis on where the company stands and an understanding on where the growth can be achieved. With this information, management teams and leaders can have discussions and debates on what objective(s) will be the focus. By making those choices at each level, this opens up a new layer of choices until a list of activities have been agreed upon. Once done, an organization should setup workstreams / project teams to accomplish the activities and create dashboards to track progress.
Who am I?
My name is Kent Haverstock and I'm a digital professional with 10 years of experience across marketing, sales, strategy and project leadership. I have worked in several different industries for companies such as adidas, Bose and AkzoNobel spanning different global regions including Europe, North America and China. To learn more about my background, please have a look at my Linkedin profile.