Digital Maturity Model

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Framework Primer
Digital Maturity Model
InitiateInitiate
1 RadiateRadiate
2 AlignAlign
3
TransformTransform
6
OptimizeOptimize
4 AutomateAutomate
5
ImproveImprove
7

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Contents
Overview
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Driven by 8 core emerging technologies, the role of technology in an organization is
shifting from being a business enabler to a business driver. As companies transform
“digitally,” they go through a process where their technological capabilities mature
and evolve over time.
This is captured in our 7-phase Digital Maturity Model framework:
This deck is an excerpt from a comprehensive framework guide, Digital Transformation
Strategy, which is available on Flevy here:
• https://flevy.com/browse/document/digital-transformation-strategy-2249
As companies transform “digitally,” their technological capabilities evolve
according to our Digital Maturity Model
Executive Summary
InitiateInitiate
1
RadiateRadiate
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TransformTransform
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OptimizeOptimize
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AutomateAutomate
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ImproveImprove
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As the role of technology is shifting from being a business enabler to a
business driver, opportunities for Digital Transformation emerge
Shift in Technology Role
The role of technology has shifted…
From purely a business enabler to also a business driver.
Likewise, technology is helping businesses achieve both Operational Improvement
and Revenue Growth.
Technology
enables the
business
B
T
Historically, business requirements collected
from “business users” drove the technology that
then enabled the business to advance.
Technology purely played a supporting role in
this model.
In the Digital Age today,
technology creates new
opportunities and
fundamentally transforms
businesses in all
aspects—operations,
business models,
strategies. It not only
enables the business, but
also drives its growth and
can be source of
competitive advantage.
B
T

There are 6 core emerging technology trends that make Digital
Transformation possible
6 Technology Trends
Social
Media
Cloud
Big Data
& Analytics
Internet
of Things
Mobility
Cyber-
security
Digital
Transformation
• Social media and collaboration technologies enable
new ways and drive expectations of interacting,
personalization, and building relationships within and
beyond the organization. It is a key drive to improving
the Customer Experience.
• The possibility to virtualize and
consume infrastructure,
platforms, and applications as a
service (XaaS) enables new
levels of scalability, flexibility, and
responsiveness. It also gives
way to new business and service
models.
• Analytical methods and access to
the right data enable the
generation of new insights and
decision-rich information. Big
Data approaches allow to make
use of the rapidly increasing
amount of data from multiple
sources.
• Connected devices of all kinds and cheap sensors
integrated nearly everywhere constantly create large
amounts of data that need to be managed effectively.
This also enables new ways of automated and
personal interaction.
• Cybersecurity is the protection of information
systems from theft or damage to the hardware,
the software, and to the information on
them. The more we depend on
the Internet and related
technologies, the more we
depend on their security.
As such, there can be no Digital
Transformation without cyber-
security. Cybercrime, digital espionage,
and hacktivism (digital activism) have become
serious risks to businesses and consumers.
• The uninterrupted trend
towards using mobile devices
impacts all areas of business
and personal life by
transforming how people
interact, consume information
and services, collaborate, and
work. It allows for consumers
to be reached wherever they
are and at all time of the day.

Contents
Overview

Our Digital Maturity Model is based on 7 phases of increasing digital maturity
Digital Maturity
StrategicValue
InitiateInitiate
OptimizeOptimize
AutomateAutomate
TransformTransform
ImproveImprove
1 RadiateRadiate
2 AlignAlign
3
6
4
5
7
Crawl Walk Run
Source: Digital Maturity Model 2.0, Sitecore, 2012

Each phase can be characterized by defining objectives along both
technology and KPIs
Digital Maturity Model – Objectives
Digital Maturity
StrategicValue
InitiateInitiate
1
RadiateRadiate
2
AlignAlign
3
TransformTransform
6
OptimizeOptimize
4
AutomateAutomate
5
ImproveImprove
7
• Online presence
with information
about company
and offerings
• KPIs are traffic
related
• Distribute
content across
digital channels
where users are
• KPIs are traffic
related, but
segmented
according to
channel
attribution
• Use digital
strategically to
grow revenues
• KPIs are tied
with strategic
objectives
• Optimize digital
presence to get
higher
engagement
• Optimize
marketing spend
• KPIs are tied
with strategic
objectives and is
measured
towards specific
marketing
objectives
• Nurture
prospects and
customers to
increase
revenue and
lower time to
close
• KPIs are tied
with revenue,
time, leads
generated, and
progress
• Having a one-to-
one convos with
customers,
blending offline
and online data
• Building up
customer profile
with relevant
data from online
and offline
• KPIs are tied
with cross-
channel goals
and integrated
with customer
DB
• Use intelligence
and predictions
to optimize
cross channel
Customer
Experience
• Use of analytics
to improve
decision making
• responsiveness
and speed
become a
competitive
advantage
• KPIs are closely
tied with
revenues

Furthermore, each phase has different areas of focus
Digital Maturity Model – Focus Areas
Digital Maturity
StrategicValue
InitiateInitiate
1
RadiateRadiate
2
AlignAlign
3
TransformTransform
6
OptimizeOptimize
4
AutomateAutomate
5
ImproveImprove
7
• Increasing
investments in
acquiring traffic
• Email used for
mass mailing
• Effective use of
content re-use
• Light social
integration,
where visitors
share and “like”
content
• Start of analytics,
where focus Is on
qualitative
outcomes and all
marketing
initiatives tracked
• Better use of
sales intelligence
to provide lead
reports to own
sales force
• Support existing
channels with
use of
ecommerce
services
• Use of
campaigns to
track marketing
spend
• Understand
visitor behavior
by profiling
content with
personas and
other relevant
profiles
• Low level
personalization
• Enable
community for
users
• Move to cross-
channel
dialogue, where
focus is listening
to behavior and
responding in
favorite channel
• Strong focus on
automated email
marketing (e.g.
cart
abandonment)
• Personalization
moving towards
behavioral
targeting
• One channel
view of the
customer (online
and offline)
• Integration to
customer DBs
• Using BI to
bridge data
between online
and offline
• Online and
offline
automation
• Start to
automate
optimization
process
• Capability to
analyze Big
Data sets
• Use of data on
customer level
• Automated data
analysis
• Automated
optimization
through testing
and
personalization
• Executives will
use predictions
on future
revenue

In the diagram below, we can see how, as our organization transforms, the
usage of technology becomes more evolved and sophisticated
Digital Maturity Model – Capabilities
Digital Maturity
StrategicValue
InitiateInitiate
1 RadiateRadiate
2 AlignAlign
3
TransformTransform
6
OptimizeOptimize
4 AutomateAutomate
5
ImproveImprove
7
Design (one size fits all)
Real-time (Web) Analytics
Traffic Acquisition (SEO, SEM)
Email Marketing (basic)
Design (responsive)
Engagement Analytics
Email Marketing (segmented)
Content Distribution (multi-channel)
Social (share)
Sales Enablement (reporting)
E-commerce (disconnected)
Design (Device-aware)
Predictive Analytics
Traffic Acquisition (SEO & bid management)
Email Marketing (automated)
Content Distribution (cross-channel dialogue)
Social (engage)
Sales Enablement (CRM integration)
E-commerce (integrated)
Social (listen)
Campaign Management
Testing (A/B & MV)
Profile Content & Visitors
Campaign Attribution
Community (integrated cross-channel)
Testing (automated)
Central Hub for Profiles
Community (established)
Personalization Recommendations
Automation (basic) Machine Learning
Adaptive Print
Behavioral Targeting
Automated Decision
Big Data Predictions
Data Lake

This primer was extracted from the complete Digital Transformation Strategy
framework published by LearnPPT
The Digital Transformation Strategy is a
comprehensive guide to understanding Digital
Transformation, developing your Digital
Transformation Strategy, and then ultimately
executing that strategy to realize the transformation.
Topics covered include Customer Purchase Process,
Customer Experience Matrix, McKinsey's Customer
Decision Journey, Accenture's Nonstop Customer
Experience Model, Digital Maturity Model, 6 Layers of
Successful Execution, Service Delivery, Social Media
Strategy, among others.
You can find this document here:
https://flevy.com/browse/business-document/digital-
transformation-strategy-2249

This presentation was created by LearnPPT. We are a team of
management consultants trained by top tier global consulting firms
with a collective experience of several decades. Our documents
consist of business templates, business frameworks & methodologies,
and PowerPoint templates.
View our available presentations on Flevy here:
https://flevy.com/author/LearnPPT

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1
Flevy (www.flevy.com) is the marketplace
for premium documents. These
documents can range from Business
Frameworks to Financial Models to
PowerPoint Templates.
Flevy was founded under the principle that
companies waste a lot of time and money
recreating the same foundational business
documents. Our vision is for Flevy to
become a comprehensive knowledge base
of business documents. All organizations,
from startups to large enterprises, can use
Flevy— whether it's to jumpstart projects, to
find reference or comparison materials, or
just to learn.
Contact Us
Please contact us with any questions you may have
about our company.
• General Inquiries
support@flevy.com
• Media/PR
press@flevy.com
• Billing
billing@flevy.com

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