THE STATE OF DIGITAL TRANSFORMATION2018-2019 editionBY BRIAN SOLIS, PRINCIPAL ANALYST每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）Now in its fifth year, our annual “State of Digital Transformation” research continues to document the constantly evolving enterprise. As disruptive technologies and their impact on organizations and markets continue to progress, our research aims to capture the shifts and trends that are shaping modern digital transformation. In 2018, strategic digital transformation is only becoming more pervasive moving beyond IT to impact competitiveness throughout the organization. Budgets are soaring. The list of disruptive technologies on the radar of stakeholders is expanding. Ownership is moving to the C-Suite and managed by cross-functional, collaborative groups. Customer experience (CX) continues to lead digital transformation investments, but as we observed in 2017, employee experience and organizational culture are also rising in importance to empower and accelerate change, growth, and innovation. This year, it’s clear that digital transformation is maturing into an enterprise-wide movement. Digital transformation is modernizing how companies work and compete and helping them effectively adapt and grow in an evolving digital economy. What’s also evident is that there is still much work to do as companies are, by and large, prioritizing technology over grasping the disruptive trends that are influencing markets and, more specifically, customer and employee behaviors and expectations. 2EXECUTIVE SUMMARY3• A successful digital transformation is an enterprise-wide effort that is best served by a leader with broad organizational purview. For the second year in a row, CIOs are reported as most often owning or sponsoring digital transformation initiatives (28%), with CEOs increasingly playing a leadership role (23%).• Market pressures are the leading drivers of digital transformation as most efforts are spurred by growth opportunities (51%) and increased competitive pressure (41%). With high-profile data breach scandals making daily headlines, new regulatory standards like GDPR are also providing impetus for organizations to transform (38%).• While there is a growing acknowledgment of the importance of human factors in digital transformation – like employee experience and organizational culture – most transformation efforts continue to focus on modernizing customer touchpoints (54%) and enabling infrastructure (45%). But many organizations are not doing their due diligence when it comes to understanding their customers, with 41% of companies making investments in digital transformation without the guidance of thorough customer research. • Organizational buy-in remains a top challenge for those leading digital transformation. The companies we studied report digital transformation is still often perceived as a cost center (28%), and data to prove ROI is hard to come by (29%). Cultural issues also pose notable difficulty, with entrenched viewpoints, resistance to change (26%), and legal and compliance concerns (26%) stymieing progress. • Innovation is staking its claim within the organization. Nearly half of respondents report that they are building a culture of innovation, with in-house innovation teams becoming the norm.REPORT HIGHLIGHTS3As our parent company Prophet observed in its report The Evolved Enterprise, “the purpose of digital transformation is not to become more digital. It’s to generate growth.”1 That’s why we believe digital change and innovation goes beyond IT. Digital, in fact, is becoming a Trojan Horse for total business transformation—from changing how the C-Suite operates to transforming each strategic business function, the back-office units, and everything in between. As digital transformation evolves into total business transformation, so does how we define it. Based on extensive interviews and our annual market survey, this year we’ve updated the definition of digital transformation to acknowledge its holistic goals:Digital transformation is the evolving pursuit of innovative and agile business and operational models — fueled by evolving technologies, processes, analytics, and talent capabilities — to create new value and experiences for customers, employees, and stakeholders.To help companies understand where they are — and where they need to be — on the road to digital transformation as we define it, in 2016, Altimeter identified “The Six Stages of Digital Transformation”.2 After years of talking to executives who were driving digital efforts and of studying companies in their journey to transformation, we identified a series of patterns, components, and processes that form a strong foundation for change. We organized them into these six distinct stages:DEFINING DIGITAL TRANSFORMATION AND THE SIX STAGES OF DIGITAL TRANSFORMATION1 Suh, Chan, Tony Fross, Mat Zucker, Nicholas...
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