The Internal Impact of Digital Transformation


As manufacturers and distributers embark on B2B eCommerce initiatives more than ever, your own organization's adoption of a new digital strategy may be challenged by many uncertainties associated with a complex business environment. One thing is certain about digital transformation: It will be a big change for your entire organization.

When companies decide to build a new digital commerce strategy, they often underestimate the impact it will have on the way they operate internally. There is often a tendency for people within the organization to perceive the approaching digital commerce plans as just another channel that will supplement their existing channels. In reality, the new way of doing things will be multi-channeled and it will likely disrupt the entire organization in the beginning, as it transforms the organization into a digital-driven company that uses multiple traditional and nontraditional channels to engage with customers.

Digital Transformation Impacts Your Organization and Company Culture

The first disruption your organization may experience is an overall change in company culture. Everyone must understand the value of the digital transformation and how it can both improve and disrupt business. There must be a cultural shift towards embracing new digital technologies and digital channels and not rejecting them. This can be a challenge.

To ensure your organization is ready, ideally you will establish a core team of digital transformation evangelists representing key areas of your company, who can share expertise and make sure that all departments have the support they need for the digital transformation. To do this, your digital strategy needs executive buy-in.

Impact On Your Technology Landscape and Business Metrics

Invest in technology platforms and use processes that make the rollout of your new digital-enabled channels progress very quickly. You'll need a flexible, agile platform that your digital transformation team can roll out to each of your business units and markets on a very rapid basis, at a low cost, and with repeatable processes.

Identify and set metrics to ensure that the various areas and departments in your organization can measure success. Being able to compare different divisions and markets gives executive leaders and others visibility into how your digital transformation program is doing.