Digital disruptors are tearing up the rule books, and no industry is immune.
In response, firms must take a different approach to digital strategy, embedding digital capabilities into the heart of their business, rather than treating digital touchpoints as peripheral add-ons. They must become lean, agile, and digitally savvy - they must achieve digital maturity.
This according to global research and advisory firm Forrester.
- As a digital business leader, where do you start?
- Where do you focus your efforts as you formulate a digital strategy?
- How will you plan your digital business transformation?
Forrester's digital business maturity model answers those questions. It plots your organizational maturity and helps guide your actions to elevate your digital capabilities. For the past eight years, business leaders have used Forrester's eBusiness and digital marketing assessments to mature their firms toward excellence.
In 2013, Forrester introduced a comprehensive digital maturity model that consolidated the research firm's interactive marketing and eBusiness maturity models.
Recently, Forrester's report, the Digital Maturity Model 4.0 updates Forrester's 2014 digital maturity model into a single set of scoring criteria that today's cross-functional digital leaders can use to benchmark how well they use digital to drive competitive strategy, enable superior customer experiences, and create operational agility.
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- Digital maturity demands cross-functional collaboration. Digitally mature firms do so much more than deliver great technology. They understand that digital execution demands the rightculture, organization, technology and insights. That’s why Forrester defines digital maturity across four key dimensions. The firm's assessment outlines key best practices for how firms drive a digital culture, how they organize and resource digital teams, how they invest in technology and how they steer their strategy and execution with customer-driven insight.
- Digitally mature firms operate differently. Forrester has embedded the digital maturity questions into its Business Technographics surveys. This means Forrester gathers deep insights into how digital teams build strategies, budget, select software, collaborate with other teams, organize and go to market, and cut all that data by maturity segment.
- Digital drives business results. Not only does the data Forrester gather show how firms organize and operate, it shows the results they drive. The research firm found that Differentiators (the most digitally mature firms) are almost three times as likely to demonstrate double digit revenue growth as the least mature firms.
The Digital Journey
Today, competitive enterprises must look to automate manual processes, and increase collaborative capabilities beginning with a strategy. Businesses are currently under extreme pressure to adapt their business models and to develop an enterprise-wide digital transformation pathway.