Tuesday, January 27, 2015

Are you really a digital strategist?

It's quite funny to me to see the term 'Digital Strategy' appear in job descriptions for roles across the online world, including those I now help clients fill.
Note: it's even funnier to see what some candidates actually think constitutes the creation and delivery of a Digital Strategy and in-turn make them a Digital Strategist.

I therefore thought it would be useful to highlight those activities and approaches that I believe a digital strategist might use in their role.
(Of course, it would be easy to start listing out all the things they are not, but then that list might turn out to be quite long.)

So here's my list:
  • Think strategic
    Always keep the vision of what digital technologies, processes and marketing can do for your organisation and how this change applies to the company aims and objectives. This means that you have to understand the end game, but also how you are going to close the gap between that and whatever you have now.
  • Align the digital strategy to the business strategy
    No strategy exists in a vacuum and yours can add the most value when it aligned with the other competing needs of the business.
  • Champion the digital strategy
    The best person in your organisation to be the digital champion is you (and your team, if you have one). Your managerial peers will need a central senior person they can consult with who 'gets this digital stuff' and can help them. This doesn't mean you suddenly need to exhibit youthful enthusiasm or a stoic 'all knowing' air - you just have to be approachable and communicative to all level. It also means you are the senior stakeholder who works with the different business units to help them contribute to the digital strategy.
  • Own the digital roadmap
    Having the vision and strategy is one thing, having a plan of how this will be achieved (including the key milestones, dependencies and other influencing initiatives across your organisation) is something else. The creation and management of this plan is a key artefact in the communication of how your end game is going to be delivered.
  • Grow internal digital capabilities
    You are not going to achieve your goals by yourself and you therefore need to build the required expertise within your company to take digital forward. Growing individuals and digital teams doesn't necessarily come naturally to everyone, but you can also help across different functions by outlining what skills and experience are needed in both the short and longer term
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