💻 Mastering Tech Roles for Innovation Leadership

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Every digital transformation I've witnessed had a gray area between the digital, marketing, and technology teams. Today, I'll share how I address the ambiguity between digital and tech (we'll save the marketing gray area challenge for a future newsletter).

I've observed numerous clashes between Digital leaders, often Chief Digital Officers, and CTOs during Digital Transformation initiatives. Here is my formula to prevent such clashes and ensure success in your digital evolution journey:

1// Evolve IT from Support to Strategic

Begin by operating your IT in support mode, utilizing a standardized platform (e.g., for running your CRM) in a manner that allows for customized experiences and rapid updates (front-end, A/B tests, etc.).

Monitor and identify the appropriate time to transition to Strategic Mode (e.g., having in-house back-end and front-end CRM developers).

2// Define different systems, roles and responsibilities

Each layer has a specific mission, team, and governance.

I like using this framework to guide the change:

Usually, as a digital leader, you have to work hard to set up Systems of Innovation Layers and teams. They won't be there when you start your Digital Transformation journey.

To ensure success, you need to establish a Prototype/Experimental layer led by the digital innovation team, closely aligned with the IT team.

The digital innovation team should concentrate on testing novel approaches to attract, convert, and retain new customers, while the IT team should focus on Legacy, Core, and Mission-Critical systems.

During these tests, it's not uncommon to encounter disruptions in other layers' systems. This underscores the importance of aligning expectations (and being explicit about the potential influx of unexpected new visitors in the systems).

Pro Tip → These teams have very different goals. Sometimes, they have opposite and conflicting reasons and ways of thinking. So, it's crucial to keep them separate and define different metrics and KPIs to track their performance.

Digital: front-end customer experience innovation. This team needs freedom to create.

IT: back-end critical systems operation. This team needs system stability.

Here is a table to guide you in creating/adapting and leading these teams:

Core IT Build to last Standardization Processes and efficiency Hire people to execute the plan Command & control SMART goals Common ideas Current mission-critical Compliance

Digital Innovation Build to change Customization Experimentation and cash burn Hire people to figure out the plan Freedom & responsability Moonshot goals New ideas Next competitive advantage Respect the law, challenge rules

The idea here is to equip you with executive knowledge so you can understand, negotiate, build, and make these different systems coexist harmoniously.

This Week's Action Steps

If you'd like me to delve deeper into your industry's current challenge and provide specific platform examples, including names and integration methods, I've set aside a few open slots on my calendar next week. Simply choose a slot, and I'll be delighted to guide you on this journey.

Don't wait too long: these slots won't last. It's a perfect opportunity for you to benefit from my close examination and advice on your current challenges.

I look forward to hearing from you.