Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.

1. Digital Business Edge

2. In the next 45 minutes …
Humanity will:
• Send 9 billion emails
• Buy $3.6 million on
Amazon.com
• Listen to 2,745 hours
of music on line
• Spend 624 years on
Facebook alone
• Download more than
18,000 apps
• Conduct 90 million
searches on Google
Copyright © 2014 Accenture All rights reserved.

3. A digital business uses technology to innovate, capture and create
new sources of growth and results.
Digital (adj.) increasing information intensity and
connectedness of customer and business
resources.
Digitize (verb) applying technology to customer
and business resources.
Digital Business (noun) an organization that
incorporates digital technology to create
revenue and results via innovative strategies,
products, processes and experiences.
Copyright © 2014 Accenture All rights reserved.

4. Becoming a Digital Business is different from digitizing marketing or
operations
New &
New
Being Digital
Combining new
technology with
new operations
Digital Business
Results
Today
Digitize Marketing
or Processes
Efficiency
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Feeling Digital
Applying new
technology to old
operations
New &
Old

5. Digital information and connections commoditize products and
disrupt traditional value chains.
Supplier
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Produce
Sales &
Distribution
Customer

6. Digital Creates dynamic services based concentrated value
chains.
Supplier
Customer
Produce
Services
Sales &
Distribution
Customer
Customer
Produce
Produce
Services
Customer
Services
Supplier
Supplier
Sales &
Distribution
Sales &
Distribution
Customer
Supplier
Copyright © 2014 Accenture All rights reserved.
Sales &
Distribution
Services
Produce

7. What does it mean to digitalize the business?
Online
Catalogue
Electronic
Commerce
Customer
Interaction
Customer
Experience
Digital
Premium
Digital
Demand Generation and Fulfillment
Multichannel
Marketing
Connected
Relationships and Development
Standalone
Efficiency
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Engagement

8. Executives find themselves at a cross roads when it comes to
digital.
Digital
Business
Digitize
Marketing
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Digitize
Processes

9. Digital Business Principles and Imperatives
Principles
• Put Outcomes over
Processes
• Start and Finish
Outside-In
• Build Platforms
• Organize for Change
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Imperatives
• Customer Experience
• Cross Channel
Excellence
• Operational Simplicity
• Execution Agility

10. Outcomes over Processes
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11. Start and finish from the outside-in
Outcomes
Mobile & Social
Solutions
Information
& Processes
Analytics
& Big Data
Digital
Business
Cloud
Platforms
Digitized
Processes
Infrastructure
Copyright © 2014 Accenture All rights reserved.
Current
Capabilities

12. Build Platforms
Many from
Many
Many are the
same
One out of
many
Local
Flexibility
Many out of
one
Digital
Premium
Digital
A Business Platform is the collectionParticipation
of resources that integrate, manage
and apply information Technical
and
automation to digitalConsolidation
outcomes.
These resources adapt to multiple
experiences without rigid
Technical
specialization
Implementation
Business
Functions
Standardized
Operations
Shared
Services
Business
Platform
Adapted from Ross and Weill, Enterprise Architecture as Strategy. Harvard Business School Press. 2006.
Page 72.
Copyright © 2014 Accenture All rights reserved.
Digital
Agility

13. Digital Business Principles and Imperatives
Principles
• Put Outcomes over
Processes
• Start and Finish
Outside-In
• Build Platforms
• Organize for Change
Copyright © 2014 Accenture All rights reserved.
Imperatives
• Customer Experience
• Cross Channel
Excellence
• Operational Simplicity
• Execution Agility

14. These principles and imperatives define a digital business
roadmap
Digital Business
Digital Marketing
Digitize Processes
Customer
Experience
• Increase access to sales
and service channels
• Reduce negative
outcomes
• Add analytics based
contextualization
• Increase digital and
personalized marketing
• Innovate products into
information services
• Raise customers human
ability and capacity
Cross
Channel
Excellence
• Consolidate channel
operations
• Deliver same response
regardless of channel
• Establish omni-channel
consistency
• Raise contact center
skills and efficiencies
• Contextually aware
customer service
• Second moment of truth
support and service
Operationa
l simplicity
• Identify “Prime Value”
Processes.
• Consolidate similar
services and functions
• Automate processes and
activities
• Consolidate information
and systems
• Design from the
customer’s perspective
• Build business and
technology platforms
Execution
agility
• Consolidate information
& management systems
• Implement an active
reuse program
• Close the sales, service
and product gaps.
• Separate supporters
from creators
• Lead from outcomes and
transparency
• Upgrade governance
and management
Copyright © 2014 Accenture All rights reserved.

15. Becoming a Digital Business is different from digitizing marketing or
operations
Digital
Digitize Marketing
Revenue
Business
Digitize
Channels
External
Focus
Digitalize
Business
Models
Digitize
Operations
Digitize Processes
Internal Focus
Copyright © 2014 Accenture All rights reserved.
Margin

16. Three Recipes for Digital Business Success
Where will you write the digital future of your organization?
Product
+ Connections
= Service
Blackboard:
Digitizing Internal
Operations
Copyright © 2014 Accenture All rights reserved.
Service
+ Information
= Experience
Whiteboard:
Digitizing External
Marketing
Experience
+ Platform
= Outcomes
Tablet: Creating New
Value Propositions