The Impact of Digital Beyond Sales and Marketing

This is the first ‘The Impact of Digital Beyond Sales and Marketing: How Digital is Transforming Organisations’ report, published by Econsultancy in association with Blue Latitude.

The 35-page report includes an analysis of the impact of digital (including mobile and social media) on a range of different business functions, an examination of the challenges and barriers to greater adoption of digital within the enterprise, and a section on the measurement of success.

As well as digital and e-commerce professionals, this report is particularly relevant for senior executives whose sphere of influence is not explicitly digital, but for whom digital has immense and still growing significance, and who have the authority and budgets to drive required change within their organisations.

As indicated in its title, the report relates the relevance of the digital marketing and sales success story to other business functions including HR, customer service and product development. 

The 35-page report is based on an online survey involving more than 100 respondents and 15 in-depth interviews with senior digital professionals and marketers.

Econsultancy and Blue Latitude carried out interviews with senior executives at businesses across a range of sectors including travel, publishing, retail and financial services.

Those interviewed included a CEO, a managing director and several heads of digital or e-commerce. The following organisations were represented: British Museum Company, Dell, Dyson, Electronic Arts, Glasses Direct, Kaplan, Ministry of Sound, 02, Penguin Books, Dorling Kindersley, Pentland Brands, Roche, Santander UK and Virgin Atlantic. 

The findings are divided into the following sections: 

• The impact of digital on business functions
• Challenges and barriers to progress
• Digital skills
• Prioritisation and measuring success
• Conclusions

Table of contents

1. Executive summary and highlights
2. Introduction by Blue Latitude
   1. About Blue Latitude
   2. About Econsultancy
   3. Who should read this report, and why?
3. Methodology
   1. Qualitative research
   2. Quantitative research
4. The impact of digital on business functions
   1. How long before digital transformation is realised?
   2. How is digital change affecting different business sectors?
   3. How do UK businesses view mobile?
   4. How social are UK businesses?
5. Challenges and barriers to progress
6. Digital skills
   1. Recruiting, retaining and nurturing talent
   2. Assessing skills at interview
   3. Harnessing knowledge
   4. Sharing best practice across the organisation
7. Prioritisation and measuring success
   1. How do businesses prioritise digital initiatives?
   2. How should organisations measure digital success?
   3. What does success look like?
8. Conclusion

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