Transformation programs are complex

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While we still may not be selling to the end user, it's important to have our name, our brand, and what we stand for resonate, or pull some kind of string in their minds and hearts. This is the public-facing shift we are taking. Internally, we need to get senior leadership involved if they aren’t already. We are fortunate that many of our senior leaders already think and feel this way. They know that calling it digital marketing is almost silly because today’s marketing is digital. Often, where barriers may come from, whether it's legal or compliance, it's helpful for us to provide real-world examples and give those people access to other brands or businesses that are doing this.


About the author is a professor of information systems at Boston College's Carroll School of Management and guest editor of the Digital Business Initiative at MIT Sloan Management Review. You can contact him at and . Tags: Business Opportunities Collaboration Digital Leadership Program Resource Management More like this Protecting Society from the Hazards of Artificial Intelligence: Amnesty Job Function Email List International’s and (Part 2) Why Digital Capabilities Trump IQ MIT Connect Reinventing Procurement: From the Cost Center To Innovation Drivers Artificial Intelligence Operational Security: Chevron’s You must be logged in to post a comment. First time here? Sign up for a free account: comment on articles and access more articles. The Big Idea: Digital Leadership How digital leaders inspire an engaged and engaged workforce that helps companies succeed with their digital initiatives.



Jane McConnell Year Month Day Reading Time: Minutes Topics Leadership Management Technology Strategy Workplace, Teams and Culture Leading Change Collaboration Culture Digital Leadership As organizations become increasingly reliant on digital technologies, how should they navigate the rapidly changing digital market environment? create opportunities and deal with risks? More from this series Subscribe Share What to read next Top 10 articles of the year Two decades of open innovation Add cybersecurity expertise to your boardroom What questions managers should ask about AI models and data sets Digital transformation leadership of the workforce Engaged Workforce Digital transformation is multidimensional, involving people, work culture and technology.