Jennifer Calloway Adams, Director, Worldwide Marketing Operations, Global Biopharmaceutical Company

Take a Full End to End View to Create True Digital Transformation

  • Digital transformation is about the end to end process made better by one full system or series of systems seamlessly linked together, and a change mindset that requires the right leadership and reports back to everyone the measured successes and outcomes.
  • Listen to and empathize with employees. Offer process improvements that address the majority of their pain points, then prototype and improve upon that.

“Little changes here and there are not digital transformation.”

I’ve been leading smaller digital transformation projects since before the movement became critical. In my first, I oversaw the transition of a fax-based paper process involving 250,000 stockbrokers around the globe to a centralized terminal-based system. In the years since, I’ve learned two key lessons.

First, changing an enterprise system requires the right leadership. Individual teams may be able to make small improvements on their own, but little changes here and there are not digital transformation. In addition, individual teams can often do nothing about how other teams operate. To achieve lasting value from digital transformation, the right person needs to look at the entire ecosystem.

This is an excerpt from 11 Marketing Technologists on Digital Transformation. The eBook was generously sponsored by Workfront.