5 components of the digitalization formula

The problem of digitalization in fact is widespread and urgent, and this is the reason I dedicated so much time and materials to it. We have already discussed things required for successful business digitalization, overviewed the formula of control optimization and its implementation, and also analyzed advice on how to choose the most effective tools for business process optimization. Now it’s time to derive a verbal formula of growth zones of your business digitalization.

The formula may sound simple, but my personal experience showed that this simplicity is an illusion, as in practice 100% implementation of this scheme using the digitalization tools is hardly achievable. Although, if you managed to do it, you are extremely cool!

So, the formula sounds like this:

Prompt realization of a quality product, relevant to your client’s expectations, made by a satisfied team.

And now let’s break down this formula into verbal components, each requiring some explanations.

#1. Prompt realization

Time and promptness play a key role both in the technical process inside a project and client interaction. If to project this on lead generation processes and marketing in general, promptness has to do with advert campaigns for instance. It’s logical as every business has its seasonality, factors determining the purchasing power of a target audience, marketing channels that work effectively for different products at different times.

And it should be taken into consideration, otherwise, the advert budget will go down the drain and the campaigns will show low effectiveness. That is, consequences are inevitable: from low ROMI to complete failure.

While working with a client, promptness, and unpredictability are also important: every stage has its timing and business process. An unpredictable schedule and incorrect work with time resources can lead to uneven workload redistribution, nonfulfillment of obligations, team burnout, and reputational losses in work with clients.

Therefore, automatization promptness deals with everything: business, development, and marketing.

#2. Quality

Here we must go back to the criteria. What is «quality» in your business context? What product you have, what it consists of, how it should be performed and what the terms are, as well as how to control the result. All these criteria altogether help to understand what the quality product is.

And then we can use the instruments of control over the components of this notion. Roughly speaking, if you understand what is the reference sample in your production process, you can compare and make the toolset for benchmarking of actual results with this sample.

#3. Product

It sounds obvious, but it’s important to understand what «your product» is and what it consists of. Roughly speaking, in order to produce something, we must understand what exactly we produce: what details it includes, what materials are used, what characteristics it has. Same for business: if you do not understand what product you have, it will be impossible to create a functional system around it.

#4. Relevant to expectations

The product relevance to a client’s expectations lies in the basis of a functional business. It has to do with both product features and its presentation, that is its service. Due to this reason, this point is closely related to the understanding of who your client is. It’s essential to understand its values, views, needs, capacity to pay, and so on. This data influences the priority of tasks and marketing strategy formation.

Any promotion is based on the market expectations, a client’s expectations. And no one needs a product no one is waiting for :) This is the information that constitutes, for instance, the basis of semantic core, context and target advertisement settings, the creation of structure, text, and design of landing pages.

The formation of a product relevant to expectations directly depends on the understanding of who your client is and what he wants from you.

And these are the components «your client» and «expectations» the owner of the company or a person managing individual business development must think of. The following statement may sound contestable, but, in my opinion, no one, even the most skilled marketologist will say what your client expects because he cannot fully filter your target audience.

This is always joint work. Yes, he will say who the target audience of your company is based on the research of the market, competitors, western benchmark, target audience, and the whole range of other options, but will not help you to make the final decision who to work with and who not.

#5. Made by a satisfied team

This component, from my perspective, is the most difficult one, as team satisfaction depends on an entire range of factors. Communication, for instance. This process needs to be automatized, it also has to do with online interaction. It’s worth thinking over, what connection rules you follow, what channels you use for it, and so on. There also exist offline communications that have to do with forms of interaction within a team: meetings, calls, appointments, etc.

It’s essential to remember that there also exists a strategy of project lead in general, and goal set and control in particular. How can a team be satisfied if you have set a task incorrectly, or not in time? The same frustration emerges when a common project lead strategy is vague, uncoordinated, and team members do not understand what is done, what is not, what the sequence of steps and the mechanism of interactions are.

These processes need to be regulated and systematized. In order to do it, a particular system, one of many, needs to be used. With the help of chosen online instruments you create a work environment, fix workflow, and can follow a chosen system. There you establish the rules that make your team predictable and clear.

Besides the process and local tasks, the result is also important.

It must correspond to at least three parameters:

  • Be predictable. When you set a task, you must understand when it will be realized and the volume of it.
  • Be regulated. You must understand how you define the result and how you will estimate its quality from the assignee.
  • Be kept in a company repository. All data must be kept and categorized in a clear to you way in a chosen file repository, on a server, and so on.

Conclusion

Your business cannot fully achieve this verbal formula as this correspondence needs to be maintained day by day, cultivated, and balanced between market stability and flexibility. This is a huge piece of work that lies on the shoulders of every business owner, and the digitalization of your organization can help you simplify this complicated task.

Next time we will discuss the algorithm of business process formation, and I will share my digitalization experience in this direction.

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