Competing in Today’s Digital Economy: Part 3

Dr. Debra Jasper and Betsy Hubbard
Dr. Debra Jasper and Betsy Hubbard // July 1, 2016

Myth #3: If you build it, they will come

So far, we’ve busted two of the myths that keep organizations from adopting a digital mindset.

Myth #1 explored why you personally need to become a digitally savvy leader for your team.

Myth #2 demonstrated why a shift to a digital culture doesn’t happen in the marketing department alone. You must invest in getting everyone up to speed across the organization, including legal and compliance.

By now, you may be thinking about how much you’ve already invested in digital. You bought the right archiving platform. You hired smart digital natives to provide a steady stream of social media content for your advisors to use on LinkedIn and other channels.

You even fund a help desk and offer regular webinars to support your sales teams as they learn the basics. Yet it’s slow going. Adoption rates are low. And your return on investment is lackluster at best.

What gives?

First, you’re not alone. Many companies lag behind when it comes to adopting new technologies. It takes more than investing in the right platform to shift your teams from their deeply entrenched, analog attitudes.

Think culture shift

Getting the platform is just a start. To make it work, you must also invest in the most critical part of the equation: your people.

That doesn’t mean simply offering a series of “just okay” webinars every Tuesday, or setting up a toll-free help desk number. That kind of so-so training will never transform your sales or marketing teams into digital dynamos.

It means recognizing that developing a digital-first mindset requires a major culture shift. And that requires a clear, concise plan for getting from where you are now to full digital maturity.

Mapping your digital journey

The most successful culture shift starts with being honest about where you are on the digital spectrum.

Are you a flip phone or a smartphone? A one or a 10? What does a 10 look like for you? Once you move through the assessment phase, the real work begins.

And it begins at the top.

Do you want your teams to take this seriously? Then show them how important it is by diving in headfirst. That means you’ll need to provide your senior leaders training on how to:

  • Get up to speed on the latest social platforms
  • Fully optimize their LinkedIn profiles
  • Showcase their thought leadership
  • Use the latest apps
  • Deliver more visual presentations that take advantage of new technologies

When your leaders demonstrate a true commitment to adopting new approaches, others will follow. (For more on why this matters, see Myth #1.)

The reality: To inform, you must first engage.

Up next: Now that we’ve looked at the myths — and what doesn’t work — we’ll wrap up this series of blog posts tomorrow by looking at what does.