10 Team Members You Need For Your Digital Transformationhttp://digitaleneuordnung.de/wp-content/uploads/2017/02/pexels-photo-57825-min-2-1024x683.jpeg 1024 683 Andreas Diehl Andreas Diehl http://1.gravatar.com/avatar/a0c0de4639b1ac6803d20ae0ea161e8e?s=96&d=mm&r=g
Digitalisation is starting to evolve into a form of a virus – it’s spreading all around. Not stopping. And, if you haven’t caught this train by now, don’t think you can wait much longer.
Every employee is a digital employee. Except when it’s not. Except when you don’t nurture the mentality and culture that breaths technology and web.
As hard of a project that may be for the pre-digital companies, digital transformation will keep the company alive and drive future growth. It will also allow the company to spread their business into areas not discovered, reach audience that hasn’t heard of them before, and build a brand among the digital population that is only increasing.
But, the main question is – how to build a digital team with specific task to lead your digital future? Read on and be ready to take notes:
Who do you need for your team?
It may seem as a long list, but the web is kinda great, too.
Digital Lead (CDO)
It will be hard to start the digital journey with no clear path envisioned. A digital lead will help shape your vision how to position your company in a digital-first decade. His responsibilities are in the intersection of marketing, technology, strategy, and innovation. He/she will also help you run the rest of the crew as a sort of a transformation wizard that will be two steps in front of everybody. He needs to be the one who understands the “digital mission”. Because digital is not just “do what you have done the last 30 years just in the digital world”. Rather digital is about understanding that your business might be disrupted and that you need to re-think it in the digital age.
Product Manager / Owner
Whatever your digital property is, this guy is in charge for translating the mission into a digital product. This person will have the action plan sorted out and make sure others stick to it when developing the backbone of your digital transformation. No matter if it is a CRM, an intranet or website portal, the product owner will make sure it has a clear strategy and proper steps laid out that will lead you to your desired goal – new digital company.
Your users are experienced in the web and on mobile, even if you are not. They want you to know when and where they want each part of the content, information, or feature. The team member that will stay on top of this part of the challenge. The UX designer helps you analyse and shape a vision for the customer experience.
Assuming we talk about transformation, a lot of the shitty customer experiences comes from analog 20th century processes. So you need to make sure you have an analyst who analyses the processes and understand the impacts for the customer experience.
Crunching numbers and getting meaning out of behavioral data. I think this one of the most underrated potentials for pre-digital companies. They have tons of data and do nothing with it. This could give them a huge edge in the digital world.
Even if you have a graphic designer on board, a designer specialized for bringing out the best of your presentation for the web is a must. This person will know how to implement the voice of your brand and incorporate it into a presentation/ portfolio / e-commerce website.
Technologists and Developers
The two previous guys will set you up good, but somebody has to sit down and implement this. The development team will help you put the visions into reality and improve your hunger for automatisation and technology aids for your business. They are mostly called “the IT guys”, but the truth is, their role in this team is crucial and cannot be deemed as purely admin.
Digital marketing specialists
The content is the king, and you need to bow down to it. This is what Google rewards you for with some high search engine rankings, and you do want your business to be found. Easily and always. Let them whip up their magic with words – engage and nurture customer relations and fight for your exposure in the digital streams.
Finding new channels for sales and communication with your customers is a challenge that keeps on growing. Your customer group – be it a mass product or a niche specialty – is out there, and it needs to be found and addressed. Maybe there are some untapped niches, new regional market or new customer segments which can primarily reached through digital channels.You need to find these experienced sailors in the web seas and let them reach out to your customers and sell them. This has stopped being a “cold call from the phonebook” situation a long time ago.
Social media experts
It’s not about posting on Facebook, or retweeting celebs. This is serious strategic work that includes marketing, communication, customer service and content all together. This experts need to be in the trenches with your audience and clients all the time, and create a bond between your company and them. It’s a really hard task, and one you cannot trust just anybody to do.
When do you need them?
As soon as possible. And this is no exaggeration. If you haven’t addressed any digital work mentioned in the role descriptions above, you are already behind your competition heavily.
Acquiring a good team will take time, so don’t be too hesitant with your decision. In case you need some motivation to proceed, here is a list of successful examples of digital transformation.
In-house or outsource?
This question gets imposed on all sorts of topics, and with digital transformation it is no less significant. The pros and cons might as well be copied from other departments in your company.
The work of digital team is mission critical when it comes to leading your company to a digital-first decade. However, not all of the team members are easily found. This is why, as the things go in the digital world, you will probably seek for them outside of your local hiring pools. If you still haven’t implemented remote work as an option for your employees, introducing this team will probably force you to.
The costs of such a team are high, but with the right tactics neutralized as much as possible. No, I am not talking about going to India or the Phillipines to cut costs.
The leads should be in-house, to support the rest of the company in their new efforts and walk them through every step. Especially when it comes to strategizing and creating action plans with the execs/boards. As these leadership profiles in the intersection of strategy, marketing, innovation and technology are hard to find you might consider an interims solution to get your transformation efforts off the ground. But team members that fall into marketers, designers, and developers can be easily included as remote workers – paid by the hour or project, depending on the volume of work.
One of the tactics I like is finding high quality remote team members workers from Eastern Europe that can I include externally to the team. We are in the same time zone (or max 8 hours apart), speak English at a good level, and their work is far better quality. If you are unsure of where to find them, there are many job boards out there, such as Jobrack which is specialized in connecting EE job seekers with demanding companies.
Companies with non digital DNA sometimes have hard times even understanding what it is that they need.
I’ll never forget the face of a board member when I explained him the profiles we need for the digital unit and mentioned an “UX/UI designer”. It was an eye-opening moment for me, too, to write this article and try to bring this topic closer to many companies in need.
But, once they did hire a “UX/UI” designer, and saw the benefits of it, this board never went back.
So, take your time getting to know these roles and what they can do for you. The sooner you start reaping the benefits – the better!