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I was sorting through some browser tabs that had been open for a couple of weeks on my laptop and rediscovered a press release that had caught my attention earlier. After rereading it, I realized that I had left the release up in my browser because it could be the poster child for the inane manner in which technology vendors and IT consulting firms are talking about and selling what they very much want to be the next big thing – Digital Transformation.
CA Technologies’ press release was a horrific example right from the start. It’s title, “CA Technologies Study Reveals Widespread Adoption of Digital Transformation”, nearly made me spit coffee all over my laptop. Really? Is Digital Transformation (DT) something that can be adopted? Hardly. After all, DT is not a discrete technology. Rather, it’s a never-ending journey that organizations undertake to better the efficiency and effectiveness of their operations.
DT involves making changes to business objectives, strategies, models, cultures, processes and so many other elements. Many of those changes can be supported by the deployment and adoption of enabling technologies, but DT isn’t about the technology itself. It’s a mindset, a way of thinking and acting as an organization that spans across all of its planning and execution.
In that regard, DT is very much like the discipline known as Knowledge Management (KM) that was similarly a darling of technology vendors and their consulting partners nearly 20 years ago. Most large enterprises at least considered implementing KM practices and technologies. In fact, many did, although the majority of those ‘efforts’ failed to survive an initial pilot program. In the end, only a few big companies, the ones that treated KM as something more than a technology set to be adopted, whole-heartedly embraced the discipline and successfully wove it into nearly every aspect of their businesses.
We’ve seen the same phenomenon play out with Social Business. McKinsey & Company has been tracking the deployment and impact of social constructs, behaviors and tools in a cohort of roughly 1,500 enterprises for nearly 10 years now. Earlier this month, in a teaser to its complete report of annual survey results, McKinsey published these related and telling findings:
“…35 percent of the companies had adopted social technologies in response to their adoption by competitors. Copycat behavior was also responsible for their diffusion within organizations, though at a slightly lower rate: 25 percent of all employee usage. Roughly a fifth of the companies we studied will account for an estimated 50 percent of all social-technology usage in 2015.”
Most organizations and individuals tried to ‘adopt’ social technologies because they felt competitive pressure to do so (thanks, in part, to vendors and consultants), not because they had investigated and understood how ‘being social’ at work could change how well their organization actually performed relative to both its current state and its competitors. On the other hand, a minority of organizations (20% in McKinsey’s survey) have made the dedicated, all-in commitment needed to succeed with Social Business.
Today, we are beginning this cycle all over again, this time under the moniker of Digital Transformation. Consider these findings from CA’s study:
“Digital Transformation is being driven as a coordinated strategy across a majority of organizations (55 percent)… As a result, 45 percent of respondents have already seen measurable increases in customer retention and acquisition from their digital transformation initiatives and 44 percent have seen an overall increase in revenue.”
In other words, if you aren’t “adopting” DT already, you’re toast. At least that’s what CA and other technology vendors and consultants want you to believe in a fresh state of panic. Hence these findings from CA’s study:
“Digital Disrupters have two times higher revenue growth than mainstream organizations. They report two and a half times higher profit growth than the mainstream organizations.”
That may be accurate, but surely those “Digital Disrupters” did not achieve the reported results merely by adopting technology, whether it be from CA or another vendor. They’re the ones who have taken a comprehensive view of DT and, as CA itself puts it, have “…many projects underway in multiple areas of the company, including customer services, sales and marketing, and product/service development.” It’s not a coincidence that CA was only able to include 14% of the organizations surveyed in the group it labeled “Digital Disrupters”. That matches up pretty well with McKinsey’s finding of just 20% of organizations surveyed making more than a token effort at becoming a social business.
All of this is to say beware of vendors and consultants selling technology as the cornerstone of DT initiatives. Yes, technology is an invaluable piece of the puzzle, but it’s not the only or most important one. DT can’t simply be adopted; every aspect of it must be considered and actively embraced by the entire organization.