Deciphering digital transformation for established companies remains a challenge. Leaders, often feeling overwhelmed by the demands from various departments like IT, marketing, sales, and operations, frequently find themselves at a crossroads. The pitfall? A lack of clarity often leads to misallocation of roles, resources, and KPIs, ultimately setting the digital transformation initiative on a path to failure.


It’s essential to recognize that digital transformation isn’t a standalone concept. Instead, it’s a comprehensive journey with varied objectives, contingent on industry specifics and the digital maturity of an organization. Just as our perception of computers evolved from mere calculative devices to multi-functional tools, our understanding of digital transformation needs a similar paradigm shift. It’s not a singular idea; it manifests differently for diverse segments of an organization.

Let’s clarify this with a framework that shows four pillars of digital transformation:


  1. IT Uplift: This foundational step involves upgrading the company’s IT infrastructure, including mobile infrastructure, data lakes, and cloud solutions. It’s often the first move towards a digital-centric organizational model, focusing on modernization and efficiency.


  1. Digitizing Operations: A paramount aspect of the digital transformation journey, this entails leveraging digital tools to optimize and refine existing processes. The ultimate goal? Streamlined business growth powered by cutting-edge technologies like AI, 5G, and IoT.


  1. Digital Marketing: This pillar emphasizes harnessing digital avenues for customer engagement, brand building, and online sales. With a data-driven approach, digital marketing offers insights into customer behavior, tailoring strategies for maximum outreach.


  1. Digital Businesses: This avenue explores new opportunities and business models powered by digital platforms. It requires innovation, agility, and a proactive approach to tap into novel growth sources.


Embarking on a digital transformation is often described as a journey – an evolutionary path interspersed with disruptive shifts. The direction a company chooses often starts with IT uplift and digitizing operations, subsequently advancing to digital marketing and creating digital-centric businesses. Yet, the sequence can vary based on individual company needs.

The crux of a successful digital transformation lies in clarity. Recognizing that it’s a multifaceted process, with each pillar demanding a distinct set of leadership skills, resources, and KPIs, is paramount. This understanding is the catalyst that can propel an organization towards digital success.

To work towards digital success, an independent third person who is well aware of these digital developments can be a valuable addition. At Berger Executive Solutions, we understand the challenges companies are facing in their digitization. We understand your problem and know, after a clear briefing, how to resolve this properly. In fact, taking this process off your hands is what we do. We see every assignment as a partnership and approach candidates through our own business network, our own database and through headhunting. All this to realize the perfect match for you. More information about what we can do for you? Contact us now via e-mail or via +31(0) 6 20451128.


Read the Harvard Business Review article in de link below.