Jake DiMare, Head of Marketing at Luminos Labs, will provide the opening keynote at JBoye 17, the EU’s premier conference on Digital Strategy in Aarhus, Denmark from November 8th – 10th, 2017. In his talk entitled “Avoiding Disruption in the Era of Accelerating Change”, Jake reveals the digital pressures threatening business today and then share the new core capabilities for success in the rapidly evolving landscape of technology and transformation.
Among others, Jake will share the story of a recent disruptive innovator in the U.S. food industry who is already being disrupted, explore what’s over the horizon, and unpack the things you can take back to your organization today, to help be more prepared to survive and thrive in the era of accelerating change. Spoiler alert, the popular 2016 manifesto for successful digital transformation, authored at JBoye16, is certain to be discussed (see below).
Jake’s also giving a three-hour workshop entitled “A Journey Through the Marketing Technology Landscape”. It’s described as a fun and interactive event designed to help marketers get ‘under the hood’ and understand the many moving pieces in their own marketing technology landscape. In it, attendees spend time unpacking challenges we’ve all experienced with our martech ecosystem and learn the process of mapping a marketing technology topology and share our own stacks with one another for feedback.
A true veteran of J.Boye, this will be Jake’s 7th time participating in the conference and his 4th time attending in Denmark. Last year, he led a popular workshop where his group of participants later got together and published the popular Declaration of Digital Transformation Success:
We must fearlessly step forward and lead the way, helping our existing leaders understand the critical need for consistent involvement in ongoing Digital Transformation.
- Must create and communicate the purpose, vision, and values of the organization early and often, as transformation unfolds.
- Should maintain alignment with the needs of customers and the organization’s goals across the organization and among senior leaders.
- Must secure appropriate resources necessary for Digital Transformation and tend to the care and development of scarce, critical, digital talent.
- Should empower frontline resources to make decisions, yet stay involved with the process throughout.
- Allocation of a budget should consider the ongoing development of digital.
2. Customer Centricity
Digital Transformation must be lead with obsessive attention to the needs of customers, which are constantly evolving. As such, we must create a culture of continuous reflection and improvement, communicating with real customers to understand who they are and what their needs are.
Digital Leaders must:
- Put ourselves in our customer’s shoes
- Map their journey with the brad
- Understand and champion their needs
An agile execution team must be grounded with the strategy and values of the organization.
- Start by fully understanding the problem and gather detailed requirements
- Define success with a broad group of stakeholders and be specific, measurable, achievable, realistic, and time-bound (S.M.A.R.T.)
- Understand competitor efforts in the same space and seek out relevant trends and technology
4. Organizational Change
Digital Transformation is not simply the purchase of new technology. As new solutions are adopted, new roles may be needed. It is necessary to understand the impact on the organization.
- We must budget for training and enablement
- Leverage internal communication to improve efficiency and awareness
- Understand and shape a culture of change to head off fear and unrest
- Change management is nothing new, seek outside guidance for best results
- New processes and ways of working may be needed
In a time of accelerating change the old, linear way of managing projects is no longer effective. Large-scale Digital Transformation requires an agile approach to be able to react to potential changes in customer requirements, technology, and business needs.
- A willingness to fail — while capturing learnings
- Ongoing measurement and optimization
- Managing delivery teams as necessary to succeed
- Empowering the delivery team to make critical decisions
Thanks to all the contributors
The creators of this manifesto who came together at the 12th J. Boye conference in Aarhus, Denmark and created this on November 1, 2016 are:
- Adam Nissen Feldt, Digital Communications Manager at Haldor Topsøe
- Bård Farstad, Founder & Chief Strategist at eZ
- Claus Hoelgaard Olsen, Managing Director at J. Boye
- Dillan Shikotra, Internal Communications Partner at CAThree
- Ditte Wolff-Jacobsen, Founder at iindhold
- Jake DiMare, Director of Marketing at Luminos Labs
- Jenny Gejke, Head of Sales Channels at SJ
- Peter Makki, Group Development Manager at Tikkurila
- Sara Walsh, Content Strategy Manager at Capital One
- Steen Marner, Head of Digital Channels at Coloplast
- Synne Larsen, Project Manager at DNV GL
If your organization is facing digital transformation please contact us. There’s no cost or commitment for an initial consultation and we’d love to head about how you’re overcoming complexity and creating value at your organization!