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Culture of change in a digital world

Culture of change in a digital world

May 2020
Lena Vettese
Butterflies

Digital transformation and culture of change

Today, change is happening faster than ever before. But what impact does this have on your work?

The digital experience, the power of Big Data, agile marketing, compelling content strategies, marketing automation, a concentric approach - the core power of modern marketing was not born yesterday. So why are some marketing departments struggling to keep up?
What problems are you trying to solve? How can you change and what tools do you have available?
A common mistake we often see is that organisations looking to invest in new digital tools snowball into how they can modernise and streamline various activities. But forget to consider how it will impact the existing internal ecosystem. This risks disrupting processes that are currently working well. Also not being able to fully leverage existing data and system functionality due to poor integration capabilities between systems.

What is your vision, do you have tools and strategies for long-term skills development and supply to achieve the organisation's goals and to be an attractive place to work?

Think of your business as a garden, highlighting what should thrive but also seeing what needs to be moved or perhaps removed. Seeing what needs to grow in your garden requires internal collaboration, and that's where company culture plays a big role. Values, attitudes and behaviours, "how we do things here".

Culture can eat strategy if we are not careful.

According to the 2019 CollabNet VersionOne State of Agile report, 64% of organizations have seen improvements in morale using agile change. Other key changes include the ability to manage changing requirements (69%), project visibility (65%), business/IT alignment (64%) and speed of delivery (63%).

An effective way of working is through the agile transformation process, transforming an entire organisation into a fast and reactive entity based on agile principles.

Organisation transformation is a strategy, plan and process that takes you from a baseline to an organisation that is prepared for tomorrow's challenges and customer demands. Using these principles, we can help you quickly transition to tomorrow's sales and marketing organization. The goal is to breathe new life into the organization by creating an environment that embraces creativity and innovation, empowers employees and reduces unnecessary layers of management.

Why use agile processes as a framework for digital transformation?

Digital transformation represents a fundamental change in the way organisations work. It means creating a company with technology at its core - one that uses the power of today's technology to create new business and customer value. Two reasons for the agile framework:


1. Agile process means work at a faster pace performed in smaller cycles, enabling rapid interactions based on customer feedback. The digital customer experience can be rapidly reshaped based on customer feedback


2. An agile process can also mean a cultural change within the organisation. In agile methodology, the cultural changes may involve empowerment, transparency and accountability as part of working together. It is therefore important that everyone, from management down to individual employees, understands what the change means and why it is being implemented.

Agile organisations are constantly evolving and have the flexibility to adapt quickly to a changing environment, a necessity in a world where digital technologies are changing the fundamentals of how businesses interact with their customers. Agile marketing via cross-functional teams, is key to empowering your team to find unique ways to work with customer data using your martech stack to provide better customer journeys through new methods and system support.

We help you shift the focus from maintaining existing processes to creating entirely new solutions. Read more here.

References:

Marketinginsidergroup

CollabNet VersionOn

CMSwire

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