Overview

The Digital Transformation: Securing Board Buy-in Best Practice Guide is based on a series of in-depth interviews with a range of senior digital and non-digital marketers, e-Business leaders, Heads of Strategy and Board members. Written by experienced blogger, writer and consultant Neil Perkin, the report aims to identify best practice approaches, techniques and strategies around the theme of securing board level buy-in for digital development projects.

About the report

The research was designed to look into the common issues, themes and challenges associated with securing board buy-in to digital development and specific initiatives. Marketing and digital’s influence on corporate strategy and its implementation is increasing, and marketers are spending more time in front of the main boards of their business. The methodology behind the research involved:

  • Phase One: desk research to identify relevant issues, examples and models.
  • Phase Two: a series of in-depth interviews (seven in total) with a range of senior digital and non-digital marketers, e-Business leaders, Heads of Strategy, and Board members. Interviewees for the research covered sectors as diverse as retail, financial services, property, utilities and FMCG.

The 22 page report contains the latest thinking on securing board buy-in, including sections on challenges, dealing with inertia, legacy systems and silos, and strategies for success.

Table of contents

  1. Introduction
    1. About Econsultancy
    2. About the author
  2. Executive Summary
  3. Introduction
    1. Aims and methodology of the research
  4. Challenges to securing board buy-in
    1. Lack of digital knowledge
    2. The digital CEO
    3. Organisational inertia and multichannel complexity
    4. Legacy systems and silos
    5. Dealing with the unknown
  5. Strategies for success
    1. Understanding your board
    2. A model for maturity in board buy-in
    3. The strategic imperative for change
    4. A customer-centric approach
    5. The holistic approach
    6. Working with key stakeholders
    7. Ditch the jargon
    8. Utilising test and learn
    9. The value of prototyping
    10. Using case studies and data
    11. Decision making structures
    12. Celebrating success
  6. Summary
    1. Summary – the board buy-in checklist
  7. References and further reading