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Build Your Digital Business Future Tim Sheedy, Principal Analyst
September, 2016
Digital businesses win, serve, and
retain customers by continuously
creating and exploiting digital assets to
simultaneously deliver new sources of
customer value and increase their
operational agility.
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Digital business is different
Bolt-on Digitally enhanced
products and services
Functional efficiency Cross-functional
agility
Safety and cost
reduction
Speed and
innovation
Digital
touchpoints
Operational
Excellence
Technology
attitude
Digital business Traditional business
Better products Enhance customer's
ecosystem of value Value proposition
Predator?
Or prey?
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
The percentage of
companies pursuing
bolt-on as digital
strategy
The percentage of
companies learning
to create new value
through digital
27% 48%
8 © 2016 Forrester Research, Inc. Reproduction Prohibited
Customers value outcomes
Old New
Digital prey Digital predator
© 2016 Forrester Research, Inc. Reproduction Prohibited 9
The digital transformation journey
Progress so far
10 © 2016 Forrester Research, Inc. Reproduction Prohibited
Sales not influenced by digital
Sales influenced by digital
By 2020,
47% of execs expect
digital to influence
>50% of sales.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
11 © 2016 Forrester Research, Inc. Reproduction Prohibited
By industry, B2B will see a dramatic shift
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
12 © 2016 Forrester Research, Inc. Reproduction Prohibited
Big companies will see the most disruption
Large orgs must
learn to become
agile and
innovative.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
13 © 2016 Forrester Research, Inc. Reproduction Prohibited
Just
26% of CEOs set
a clear vision for
digital to employees.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
14 © 2016 Forrester Research, Inc. Reproduction Prohibited
25% understand potential
for digital to change
how the company
creates and delivers
value to customers.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
15 © 2016 Forrester Research, Inc. Reproduction Prohibited
21% have the right
culture.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
21% have the right
people defining strategy.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
19% have the right
tech.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
16% have the right
people and skills to execute.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
14% have the right
processes.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
You need a digital strategy…
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
This is not the answer.
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
Roadmap ≠ Strategy
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
Components of strategy
Business strategy
Digital vision
DCX
strategy
DOX
strategy
Business case
Capability map
Organization
Culture
Technology
Measurement
Business strategy
Digital vision
DCX
strategy
DOX
strategy C
om
po
ne
nts
of
the
str
ate
gy
Bu
ild
ing
blo
ck
s o
f
ex
ec
uti
on
• Current and future state capability maps and benchmarks
• Future-state organization structures
• A stakeholder map
• An education plan
• An innovation strategy
• Architecture viewpoints linked to journey maps to highlight critical
technology transformation or risks
• A customer-centric KPI framework
• A data architecture to define required services and APIs
• Key corporate strategic objectives, such as new market entry, new
product development, existing market efficiency, etc.
• Video, powerpoint, highly engaging assets
• Journey maps
Business case • Proof points
Capability map • A graphical representation of the as-is and to-be capabilities required
to support the business.
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
While companies face a wide range of widening skills gaps …
…Vision,
Strategy &
Culture Are #1 Source: “Organizing Your Digital Future” Forrester report
Find partners who can transfer skills
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Accelerate by changing employee metrics
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
Marketing owns many digital activities . . . working alongside tech mgmt . . . and digital/eBiz teams
Digital business is a team sport . . .
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 30
Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester report
© 2016 Forrester Research, Inc. Reproduction Prohibited 31
Source: “The Key Success Factors Of Digital Business Strategy, 2016” Forrester report
Digital business transformation is a journey,
not a destination.
forrester.com
Thank you
Tim Sheedy
Principal Analyst
tsheedy@forrester.com
@timbo2002
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