Get Beyond Business As UsualIntroduction by Nigel FenwickVice President, Principal AnalystSeptember, 2014

Empowered customers give rise to a new era in business.

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Empowered customers have given rise to a new era

© 2014 Forrester Research, Inc. Reproduction Prohibited

Empowered customers have given rise to a new era

© 2014 Forrester Research, Inc. Reproduction Prohibited

Empowered customers have given rise to a new era

© 2014 Forrester Research, Inc. Reproduction Prohibited

Empowered customers have given rise to a new era

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Four market imperatives

Transform the customer

experience

Embrace the mobile mind shift

Become a digital disruptor

Age of the Customer

Turn big data into business

insights

A new CMO and CIO partnership …

…to create a digital business

© 2014 Forrester Research, Inc. Reproduction Prohibited Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey

Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey

Board room

21% of execs seta clear digital vision.

HR

21% have the rightpeople to definedigital strategy.

Business unit

15% have the skills and capabilities to execute.

Business unit

14% have theprocesses to execute digital strategy.

Tech management19% have theright technologyto execute digital strategy.

68% of executives believe the functional units in their business act as barriers.

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Inside-out

Cap

abili

ties

Processes

Technologies

Resources

Ser

vice

Replace our inside-out viewpoint . . .

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Inside-out Outside-in

Cap

abili

ties

Processes

Technologies

Resources

Journeys

Contexts

Touchpoints

Per

son

as

Ser

vice

Cu

sto

mer

o

bje

ctiv

es

. . . with an outside-in perspective

Business

Technology (BT):The systems, technologies,

and processes to win, serve,

and retain customers.

Digital transformation requires the

“successful” adoption of Business Technology

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Our Panelists›Allan Donald

• Executive Product Manager for Platform API at the BBC

›Shawn Gilmour

• Director, PaaS Strategy, Autodesk

›John de Keijzer

• Head of Enterprise Architecture & Technology Strategy, Swisscom

›Joav Bally

• Chief Product Manager,SAP

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Q1Digital strategy is more than simply selling online or selling a digital product; it’s fundamentally about how customers derive value – even software companies must change:

How do you see digital business as different?

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Q2

There are many ways to invest in digital:

How does your company decide what’s most important: people, process, technology, product?

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Q3

Digital transformation presents a change management challenge:

What have you seen work in helping drive change?

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Q4

Digital requires IT and Marketing to work together:

How can IT and Marketing work to build a stronger relationship?

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Q5

Digital business demands agility:

How do you create the agility needed?

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Q6

What are the biggest pitfalls you’ve faced?

What did you learn?

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Imperatives for Success: Shift from bolt-on to digital transformation

Develop a strong CMO/CIO partnership to create a digital acceleration team

Fund partner innovation within a new customer-driven ecosystem of value

Use analytics to scale unique digital customer experiences

Thank youNigel Fenwick

@NigelFenwick

Blog: http://bit.ly/nigelblog