Report: Enterprise leaders struggle to define Digital Transformation
What is digital transformation, exactly? If you ask senior enterprise leaders who took part in a recent report from CompleteSpectrum, you’ll be hard pressed to get a straight answer.
According to the study, which polled 300 members of leadership teams at companies with between $15 million and $200 million in annual revenue, 94 percent said that digital transformation was a top priority for 2019. What’s more, 51 percent claimed they were pushing the gas on their company’s digital transformation over just the next month.
But what exactly that entails varies wildly depending on who you ask. According to the report:
- 50 percent of those polled characterized digital transformation as “aligning your digital presence to better deliver your brand promise/experience”
- 24 percent thought it involved coordinating a better online strategy to generate and capture leads
- 14 percent described it as “automating digital marketing through customer-facing technology”
- 9 percent claimed digital transformation involved more effectively measuring returns on digital channels
- 2 percent thought it involved simply overhauling the website.
While none of these answers are wrong, necessarily, it’s strange for their to be so little consensus over a concept that’s almost universally being prioritized across sectors. This is especially true when you consider that most leaders who took part in the poll are allocating at least six figures to their digital transformation initiatives, with 70 percent pledging more than $100,000 to the goal. In fact, 31 percent of those surveyed had already spent between $101,00-$250,000 to date on their tech overhaul, the report found.
At AppNeta, we view digital transformation as any initiative to adopt and improve technology that drives business, from the SaaS apps that help connect remote offices to the underlying network architecture that supports them. We believe that the only way for teams to successfully see these digital transformation initiatives through -- and ultimately improve business performance -- is to have complete visibility into the network supporting enterprise tech before, during and after transformation.
That said, there’s no one-size-fits-all path to digital transformation for companies looking to improve their processes and workflows through tech. For some companies, perhaps taking steps to improve their website, as 2 percent of survey respondents indicated was their idea of digital transformation, is an effective starting point. But at the end of the day, businesses of all stripes will need to start looking at digital transformation as both a hardware and software overhaul, while also accepting the reality that the cloud, in all its public, private and hybrid forms, will play a role.
In nearly all industries, the need to leverage cloud services and support remote offices is the primary driver for teams to reevaluate their enterprise tech. And in all cases, going about digital transformation without a partner -- or at least full network visibility -- can be a recipe for disaster.
At AppNeta, we strive to be the enterprise’s partner in this scenario, helping teams baseline the performance of their tech and satisfaction of their users before the transformation, and providing the necessary data teams need throughout the process to avoid pitfalls along the way.
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To learn more about how AppNeta can be your partner for digital transformation, read our latest whitepaper.
Filed Under: industry insights