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What a Digital Transformation Really is.

I read a lot about Digital Transformations but haven't seen a definition that really seems to fit the bill. So here's mine.

In the consumer arena, a Digital Transformation has occurred when Marketing, Analytics, IT, Customer Service, and Operations are meaningfully aligned toward a common, measurable vision to increase the current and future profitability of a company's customer base such that the lines between who is contributing what have become blurred.

My thought here is that quite often you see technology implementations masquerading as strategy development, alignment, and execution. I've had the privilege of working with people in the IT space who understood my strategy so well that they could explain its benefits as well as I could.

That's a digital transformation. Anything less is just a project.


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