With our annual eCommerce and Digital Strategy Conference round the corner, here is an exclusive look at how we can help you create a digital organisation for the future.
Establishing a Truly Future-Facing Digital Organisation
Companies are quick to set external-facing goals and don’t often spend enough time empowering their people to achieve them through upskilling, training, education and engagement. Your workforce is singlehandedly your biggest expenditure while also your biggest asset – everything that happens, good or bad, is because of them.
As millennial representation in the workforce grows (with 55.63% of millennials in paid for employment globally (Global MONITOR, 2018)), simultaneously with millennial shifts in consumer behaviour, we also see an increasing demand for the opportunity to be informed, educated and enlightened continuously. To provide that and meet these expectations to get the best out of people, businesses need clear digital capability frameworks and appropriate learning journeys. This will equip them with the skillsets needed to perform on the digital stage whilst understanding their relevance and context in the broader business.
So where do you start?
#1 – Capability Frameworks with Supporting Training
As seen by our Organisational Performance team; sales and marketing competencies are baked into organisations. These are fundamental skills the business needs and while many of the skillsets and behaviours required haven’t changed, for example, negotiation and building customer relationships, the skills required to perform them and potentially the reason why have.
These frameworks need to be revisited, tested and refreshed where necessary to leverage the shift in opportunities, everything from the sell-through nature of eRetailers to the wealth of data to support performance marketing.
We have seen digital capability become the string that weds sales and marketing together and progresses their delivery for the consumer.
#2 – Solution Blueprints with Supporting Empowerment
Blueprints are more than just an organisational chart: these will include people, processes and tools required and how that ecosystem evolves and matures over time. Team structures will need to evolve especially in the digital space. Using a blueprint in how this should evolve is invaluable to global organisations responding to varying levels of eCommerce opportunity across regions.
In conversations with our clients, the two most often asked questions are; “What organisational structure should I implement for my eCommerce team? And who should they report to?” The answer to that is first; “What is your eCommerce team trying to achieve?” … and that doesn’t usually get a concise answer.
The end-goal should be that the job title prefixes of ‘digital-‘ or ‘online-‘ or ‘eCommerce-‘ that we are all so fond of need to disappear as the siloed approach to online channels melt away. But most of us aren’t there yet. For now, we should build our blueprints for the evolution of teams, tools and ways of working and then get out of the way because, with an empowered, trained team with the right processes in place, you’re cooking on gas.
To learn more about our upcoming event and how attending could help you and your team, click here.
Principal Consultant eCommerce