Drawing on findings from PA's Digital Barometer study which surveyed over 700 senior IT managers, Peter states that the customer is the main driver for the digital transformation (cited by 80 percent of the respondents). He then goes on to highlight how this has led to the unsurprising trend of the marketing department - as the owner of digital offerings - fronting the digital transformation, rather than the IT department.
The article stresses that the ongoing digital transformation of society is something that all competitive organisations must address; PA's survey found only five per cent of companies currently use the benefits of digital innovation in ongoing business development. Moreover, IT is only in third place when it comes to taking responsibility for the digital transformation.
Peter provides five recommendations to ensure CIOs take a more active role in digital transformation:
Focus on customer needs – the customer really is king as they are the single biggest driving force of companies’ digitisation
Increase cooperation with the business – relationships with marketing, in particular, should be a priority as they are the most experienced in digital promotion and responding to customer needs
Instil the correct mindset among employees and management – only nine per cent of respondents have a management that understands the need for digital transformation and a corporate culture that encourages innovation. In addition, just five per cent believe they have the right skills to succeed in the digital transformation
Dare to prioritise the company's IT project portfolio – identify short-term cash cows and long-term business opportunities. Accept that all projects will not be profitable – it is the portfolio's total return that counts
Implement a modern IT platform – many organisations have an outdated system architecture that does not support the digital transformation in an optimal way.