MKTG 448 Study Guide - Comprehensive Final Exam Guide - Internet, Cloud Computing, Salesforce.Com

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20 Nov 2018
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MKTG 448
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Study Guide: Six Stages of Digital Transformation
The first part of the webinar is a bit of an advertisement for Altimeter/Prophet -- here is the
website if you would like to peruse it: https://www.prophet.com/about/altimeter
What is the basis or foundation of the business goal of “digital transformation”?
When you see things differently
Perspective
The Rise of Digital Transformation
= the realignment of, or new investment in, technology, business models, and
processes to drive new value for customers and employees and more effectively compete in an
ever-changing digital economy
Idea that CX becomes the main driver
To what extent does “digital” and/or information technology play a role in the “digital
transformation” of a business.
According to the speaker, what are the three elements or underpinnings of innovation as it
pertains to the “digital transformation” of a business?
What does the speaker recommend regarding “silos” to improve the real-world experience of
customers?
How does the speaker recommend that the “Six Stages of Digital Transformation” model be
used by businesses?
What characterizes each of the six stages of digital transformation?
Business as Usual
Present and Active
Formalized
Strategic
Converged
Innovative and Adaptive
What should be the “starting point” of a company that strives to be digitally “mature”?
Starts with alignment around a holistic customer experience
Each of the six stages of digital transformation is an assessment of the six pillarsof
involvement in that transformation, of various areas within a company/organization. What are
the six pillars that have to be evaluated to determine a company’s status with respect to digital
transformation (i.e., advancing a company toward being more agile, innovative, and digitally
competitive)?
Governance and Leadership
People and Operations
Customer Experience
Data and Analytics
Technology Integration
Digital Literacy
What are the top challenges facing digital transformation?
Changing company culture
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Cooperation between departments and team silos
Resources (people, technologies, expertise) and budget allocation
Understanding behavior or impact of new connected customer
Securing executive support of leadership
Lack of data to justify value of digital transformation
Risk management and compliance, and/or legal implications
What are the three elements of digital transformation? What is the purview of each element?
What does the speaker mean when he says that Uber is EVERY company’s competitor?
What is the “relevance revolution”?
What does the speaker caution with respect to the gap between user experience and
design?
Exposes you to disruption
According to the speaker of the webinar, Brian Solis, “digital transformation” is nothing at all
about changing the infrastructure of business. Rather, it’s all about attitude.
According to the speaker of the webinar, Brian Solis, “digital transformation” is nothing at all
about changing the infrastructure of business. Rather, it’s all about attitude.
According to the speaker of the webinar, Brian Solis -- “digital transformation” of a business is
necessarily a linear process. Companies must move through every stage to be successful.
According to the webinar speaker, the three underpinnings of innovation, as it pertains to
“digital transformation,” are:
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Document Summary

The first part of the webinar is a bit of an advertisement for altimeter/prophet -- here is the website if you would like to peruse it: https://www. prophet. com/about/altimeter. = the realignment of, or new investment in, technology, business models, and. Idea that cx becomes the main driver processes to drive new value for customers and employees and more effectively compete in an ever-changing digital economy. To what extent does digital and/or information technology play a role in the digital transformation of a business. Each of the six stages of digital transformation is an assessment of the six pillarsof involvement in that transformation, of various areas within a company/organization. Starts with alignment around a holistic customer experience. Understanding behavior or impact of new connected customer. Lack of data to justify value of digital transformation. According to the speaker of the webinar, brian solis, digital transformation is nothing at all about changing the infrastructure of business.

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