Noreen Seebacher, writer, editor, reporter Chief Editor, CMSWire & owner, Stasa Media Savannah, GA area ·

Published 18/4/16 at


You can keep doing business as usual — or you can future-proof your business by becoming agile rather than reactive and customer-centric rather than presumptive.

In short, you can embrace digital transformation, explained digital analyst, speaker and author Brian Solis.Solis, a principal analyst at San Francisco-based Altimeter Group, today released an unique maturity model for digital transformation in his new report, “The Race Against Digital Darwinism: Six Stages of Digital Transformation.

The research is centered on the digital customer experience, which Solis called “an important catalyst in driving the evolution of business, in addition to technology and other market factors.”

Solis said his latest research gives companies a step-by-step guide to become more agile, competitive and innovative in a digital economy.

“Many popular articles these days are served as listicles, GIFs and infographics.

But change is hard.

And, change only happens because the type of person who wants to really fight for it, needs to know they’re not alone, and that there’s a manifesto to guide their next steps,” he said.

The Case for Digital Transformation

The report is Solis’ fourth study on digital transformation, a concept that Altimeter defines as “the realignment of, or new investment in, technology, business models and processes to drive new value for customers and employees and more effectively compete in an ever-changing digital economy.”

Working in collaboration with digital experience analyst Jaimy Szymanski, Solis developed the maturity framework to help businesses create roadmaps, business models and processes to compete in the digital economy.”Digital transformation is one of the most important movements in business today. But at the same time, it’s also one of the least understood and consistently debated across the enterprise and throughout the industry,” Solis told CMSWire.


The research, which took a year and half to assemble, was developed to help CIOs, CMOs and key stakeholders follow the paths of other successful companies. “More so, it helps guide, justify, validate and effectively make the case for driving transformation,” he added.To uncover the foundations for digital transformation, the researchers interviewed representatives at some of the world’s leading brands, including Dell, Discover, GM, Harvard, Lego, Metropolitan Museum of Art, Nestlé, Novartis, Sephora, Starbucks and Target.

“I attempted to interview many companies we read about in the press to ask these questions and more to provide a human perspective to ‘digital transformation.’ Over the years, I found a series of patterns in how people, teams, processes, systems, technology roadmaps and models evolve as companies pursue innovation,” he said.

Forget ‘Mission Critical

You can’t surf the web for insights on current business topics without running headlong into repeated references about digital transformation. In the past 10 years, it has surpassed “mission-critical” as the most popular catchphrase to define something essential to the survival of a business or organization. It’s especially relevant at CMSWire, where we are currently planning our second annual DX Summit conference (#DXS16) to help businesses better understand the strategies and technologies to guide their digital transformation efforts.And it is something Solis contends is an essential element for businesses that are committed to updating and upgrading their capacity to compete in a digital economy. But Solis also concedes that effective transformation takes “a clear purpose, vision and motivated people.

“To effect change, businesses need a modern, human, market perspective to guide cross-functional research, collaboration and innovation in how organizations compete for tomorrow … today,” he states in the report.

Beyond Business Buzzwords

Read all : How to Be More Agile, Competitive & Innovative in a Digital Era My point of view: I believe in these kind of models as a concept. Call it CMM and you are back in the 80’s.  Refreshing is the focus on customer experience

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