The word “enablement” has been bandied around in the last 18 months. It has become a catchphrase in marketing technology (MarTech).
To put it another way, how do you define “enablement” in terms of your digital strategy? And how should your digital platform’s enable strategy look to have a faster return on investment? To begin with, what exactly is “enablement”?
A digital enablement strategy is a way of managing the transformation and communication. Which is needed to guarantee that all business units can successfully provide the business value necessary on a digital platform. Any CMS, CIM, CRM, commerce, etc., technology may benefit from this.
An organization’s operations are transformed by the use of digital technology. These elements include systems and procedures as well as workflow and culture. Each level of a company is affected by this transformation, which unifies data from many departments for improved collaboration.
Automating processes and using artificial intelligence and machine learning (ML) allow businesses to better understand their customers’ journeys than ever before.
Digital transformation has three advantages over traditional methods.
When it comes to digital transformation, many firms are motivated by cost. Operations expenses may be reduced by moving to a public, private, or hybrid cloud environment. Aside from saving money, it allows team members to focus on other tasks.
1. A more efficient means of gathering information
To get the full benefits of consumer data, it’s important to analyze information in a way that will help your organization grow. As a result of digital transformation, organizations are better able to collect and use relevant data for business intelligence.
Consider how you might use data privacy as a business differentiator to offer your customers more control over their personal data when you examine the customer journey as part of your digital transformation. A growing number of consumers are worried about how their information is gathered and used. Make it clear to your customers that you value their privacy by enforcing strict privacy policies and allowing them to alter their views at any moment.
2. Improved resource allocation
The process of digital transformation brings together a company’s many data and resources into a single set of tools. It decreases vendor overlap and eliminates the need for scattered software and databases. By the year 2020, the average number of apps utilized by large corporations will be 900. A central repository for business information may be created via the digital transformation of applications, databases, and software.
A department or functional unit is not a part of the digital transformation process When it comes to a company, it may lead to process innovation and efficiency across the board. Whether it’s sales, marketing, finance, or the C-suite, each department relies on sensitive information. Optimize and protect data everywhere it travels, while providing easy-to-use tools to help teams get their work done.
2. Understanding your customers via the lens of their data
Insights on customers may be found in large amounts of collected data. You may establish a more customer-centric company plan by better knowing your customers and their demands. As a result of analyzing both structured and unstructured data, these insights may assist drive the success of your company.
Using data, and strategies may create more relevant, tailored, and agile content that can be delivered in a more timely manner.
Let’s discuss the six phases of a digital enablement strategy.
Break them down and figure out what each step implies for your business.
Phase 1: Technology Adoption
Adoption of new technology inside the company is essential to achieving a digital transformation initiative. Businesses must have access to the capabilities of a high-quality, dependable platform to adapt to their changing demands and grow. With these additional capabilities, it’s possible to meet the needs of the business as usual (BAU).
As soon as possible, or at least before the platform is fully implemented, the heads of the central business units (marketing, data, and content) in charge of BAU activities should become familiar with the platform. Sandbox environments, showcase sites, demonstrations of vendor/partner capabilities, and participation in the user acceptance testing stage of a project are all examples of this. Therefore, proving that the new system is capable of meeting even the most demanding corporate requirements is a critical objective of the project.
Phase 2: Onboarding
It’s time to put the new platform to work. This necessitates gaining the support of all business unit teams, which may be a difficult task. What we need to convey here is the fact that this is more than simply a new technology but also a new method of doing business. Onboarding new business units to a new digital platform necessitate that they comprehend the business goals and new capabilities to align with the intended operating model. Ad-hoc support clinics or induction workshops/programs may do this.
Phase 3: Operational Alignment
This may be the most critical step in the whole procedure. It’s time to put the platform’s tools and capabilities to good use now that the various teams have access to them! Which of the following is this referring to? A digital platform’s governance and operational strategy will be in place as well. Specific tasks are carried out by certain people. They are often subject to varying degrees of examination, approval, or intervention on the part of other parties.
If you have a massive company with several markets and brands, this is a good illustration.
The global marketing team must approve new marketing campaigns in a market.
Analytics for this campaign shouldn’t be shared with other markets or brands, but rather should be controlled by the global data and marketing teams. Roles, responsibilities, accountability, and decision rights are clearly defined, so business units can focus.
A digital enablement plan will decide how these jobs are defined within the company, who they report to, what their responsibilities are, and how their normal business activities are conducted.
Phase 4: Training & Support
It is at the heart of an enablement plan that users of the platform can adequately carry out their daily routines. An individual’s learning style and preferences may be considered when determining the best method for upskilling a target audience. A self-service enablement hub, for example, may be an example of this. From this central repository of information, a company can access training manuals, videos, best practices, and governance. By providing face-to-face training, drop-in clinics, and “hands-on” seminars, new team members may be onboarded more quickly.
Phase 5: Communication Strategy
Whenever a new digital platform is launched, an organization needs clear and established channels of communication to ensure that the appropriate messages are communicated. Know your audience first. In order to launch a new platform, an organization must understand its many stakeholders, their engagement level with the platform, and how much information they require regarding how the data will affect them. The platform must be set up to inform stakeholders.
Phase 6: Optimisation & ROI
That leaves just one question: What is the return on investment? There are several benefits to an effective enablement program. This includes a reduction in time and money spent on implementing new technology and a decrease in vendor and partner operational support. It will also lessen the need for IT staff to carry out routine business operations duties. An efficient digital enablement plan may cut aid by up to one-third from installation on average!
The knowledge and skillsets of all business divisions have increased dramatically because of the platform’s ability to use their full range of talents.
What are the benefits of implementing a digital enablement plan?
Your digital transformation will fail if you don’t have a plan for enabling it. The profit is outweighed by the dangers involved. This comprehensive strategy will help your company to advocate digital excellence, empower your staff, and achieve better agility to expand your business more quickly eventually.
If you want to scale your business, it is necessary to go with a company that provides E2E digital enablement solutions for all-size businesses.
