Adobe Digital Dialogue

November 15, 2016 /Digital Marketing /

Part 3 – The Digital Strategy Workshop

A framework & tools to build a digital strategy quickly


In the first part of the series we covered the importance and approach for a digital strategy execution and in the second part we reviewed the digital strategy framework and now we are going to walk a practical application of this framework in the workshop environment.

The first thing to understand is that we will be collecting a lot of information, but in most cases you will have limited time and attention from your stakeholders so in order for us to keep in focused on their behalf we will only cover the Enterprise Goals, Digital Goals and Initiatives in the workshop. The Digital Tactics we will follow up post the workshop with the individual Initiative owners.

Exercise 1: Identify the Enterprise Goals

  1. List all Enterprise Goals
  2. Identify the top 3-5 Enterprise Goals to focus on
  3. Prioritise Enterprise Goals

Starting on the left-hand side of your whiteboard have the stakeholders call out the Enterprise goals. This is where you may have to facilitate the conversion to ensure they are Enterprise Goals and secondly that they are tangible. Once you have agreement across the stakeholder group on the goals you then need to run a prioritization exercise. The reason we do this is, at some point you might be constrained for budget, resources or bandwidth and have to choose which initiative you need to focus on and by understanding the Enterprise Goals will then allow you to prioritise the initiative attached to the most important goals over the one that is of lesser importance.

The prioritization exercise I usually use is to ask the stakeholders if you had $100, $50, $20, $10 & $5, which goal is the $100 goal, $50 goal and so forth. Allow 15 – 25 minutes for listing the goals, discussion and prioritization.

Exercise 2: Identify the Digital Goals

  1. Split into groups – each group to focus on 1-2 Enterprise Goals
  2. Identify 1-2 Digital Goals required to achieve each Enterprise Goal
  3. Present back for discussion & agreement

Map these Digital Goals to right of the of each Enterprise Goals on the whiteboard. Allow 15 – 25 minutes for this exercise.

Exercise 3 – Identify Initiatives

  1. Split into groups – each group to focus on 1-2 Digital Goals
  2. Identify all initiatives required to achieve the Digital Goals
  3. Present back for discussion & agreement
  4. Prioritisation of the Initiatives (Short, Medium & Long Term)

Map these Digital Goals to right of the of each Enterprise Goals on the whiteboard. Allow 15 – 25 minutes for this exercise.

Hopefully by the end of the exercise you should have something like the below on the whiteboard:

Enterprise Goals - Digital Goals - Initiatives

At this point you can conclude the workshop and then make time with the Initiative stakeholders to follow up with them individually to capture their Digital Tactics for each initiative.

Once you have collected the workshop and tactics information you are now ready to insert this into the provided Excel spreadsheet.

The Excel file has five tabs:

  • Instructions – has the instructions of what sheets to insert your information into
  • Resources – insert the resources assigned to the project, project difficulty and project priority
  • Controls – where you insert the digital strategy workshop information, days to complete and start date
  • Gantt View – as per the name
  • Tabular View – as per the name

Once you have inserted your workshop information and set the priorities, days to complete, project owners, etc. you can then go to the Gantt View and Tabular View sheets and push the render buttons in the top left.

You should see something similar to the below:

Workshop information and priorities

This is your digital strategy plan in both a Tabular and Gantt chart view, ranked by priority Enterprise Goal, Digital Goal, colour coded by difficulty, tied to measurable aligned KPI, project owner and resources.

Ensure to present this back to the Stakeholders and walk them through the documents and the KPI’s as their buy-in will be critical for rapid adoption and consensus.

Here are some other key steps to ensure success of your Digital Strategy:

  • Identify a Digital Strategy Owner – Identify 1 person who will own, develop and drive the digital strategy.
  • Stakeholder buy-in – Ensure all business stakeholders have contributed to the development of the digital strategy.
  • Strategy – Complete the planning phase by identifying Digital Tactics & actions required to achieve Short, Medium & Long term initiatives.
  • Planning – Use project management principals including detailed project plans to monitor execution phase.
  • Measurement – Assign a business value to each initiative (e.g. revenue uplift, cost saving etc) & set KPI baselines to measure these changes once optimizations have been implemented.
  • Publicise success – Report and communicate optimisation achievements against goals’s throughout the organization.
  • Application – Run digital strategies on a regular basis (Bi-annually at a min.) at various levels within the organization to validate relevance.

With the rapid change across industries in digital I recommend running this workshop quarterly to review, re-prioritise initiatives and report on progress, at a minimum it should be done bi-annually.

This concludes the overview of the workshop and framework, hopefully it provides you with an easy to use tool and robust framework to apply within your organisation and allows you drive alignment across the business and a common dialogue of goals and metrics.

Digital Marketing

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  • By Ravi - 6:29 PM on December 3, 2016   Reply

    This is great stuff, Scot. We should share our IP and deliver some joint workshops on digital strategies and transformations for SMEs.

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