Digital transformation is the act or phenomenon of incorporating technology to solve problems and improve processes generally within companies. It is a way to break with the “traditional” way of running businesses. It’s also the most efficient way to scale the growth of any organization.
These two words, together, bring new meaning to companies and an entire ecosystem that needs to rely on technology to be even stronger.
This is not exactly a new thing, nor is it a trend that has emerged and is surrounded by uncertainties.
Quite the opposite.
If we think about the corporate environment, this is a need that companies have.
Something essential not only to be able to meet the demands of customers, but also to be able to make their future viable in the medium and long term.
And many – not to say all – are the areas that can and should undergo digital transformation.
In this article, we’ll talk more about its concept. More than that, we will cover some “myths and truths” about her. And how companies can adhere in a healthy and gradual way – especially in the sales process .
What is digital transformation?
We cannot simplify the explanation of what digital transformation is just saying that it is about the adoption of new technologies.
It is actually something much broader, deeper and truly meaningful.
It refers to a change in culture, a disruptive movement about the way companies operate today.
Technology obviously plays a central role in changing company structures. It brings what the market and consumers demand as a practice – which will be reflected, in the future, in the client’s success , without a doubt.
It is important to understand that this “digitalization” can occur in any company. As long as, of course, there is an understanding and absorption of this importance and the transformation takes place in a gradual and healthy way.
It doesn’t have to be a startup, for example, to be digital.
But the older (or “classic”) the company’s operations are, the more radical and dense this change will need to be.
Digital transformation is much more than a challenge that marketing or sales need to face, for example.
It is possible to modify structures, processes, both small and complex.
However, an addendum: the transformation will only be true if it is within the company’s mission, vision and values .
It needs to be something taken for granted. This is because technology will bring new practices and we have an initial tendency to refuse what is new.
But we cannot deny it: technology impacts society on a daily basis. The way we relate to people and, of course, to brands.
Change is gradual, slow and, yes, there is no denying it: there are costs.
However, these values need to be understood as an investment in something that will make the company viable in the coming years – and not just a cost that could be overlooked.
The impacts of this on society
As much as many who are on a daily basis in the company’s operations notice the need for modernization, it is up to managers and decision makers to have this understanding and attitude.
For this, it is necessary to understand, to see the impact that the digital transformation has on our society.
And then, we can go to the most diverse fields, performances, to have the dimension of the subject.
Think of everything you can do on a computer screen or with a smartphone in hand…
He thought? So. It’s a world of possibilities. The volume of information is increasing daily – and it will always increase.
Technology is at the heart of it all. It made our lives easier, made services less complicated, and automated many situations in our society.
Do you know what other reflection of that? The consumer demand. It has increased because technology has shown that things can be “uncomplicated”.
And, because of that, it forces companies to swim with the tide.
Adapt or die?
Perhaps there is a paradigm at some point regarding corporate culture in various organizations.
Some visions, concepts and even certainties are changed.
Innovation, collaboration, creativity, emotional intelligence are concepts that gain enormous importance. That were previously ignored or even unknown.
This leads to another important point: the so-called customer success .
The customer is, indeed, because of all the transformations in society, who gives the way for companies. Who “sets the rules of the game”, so to speak.
It’s like we talked about above. The volume of information is increasing every day. People surround themselves with all kinds of knowledge they want and need.
Furthermore, competition has increased. After all, she saw a gap that classic companies leave because they have not yet understood this change in the way they position themselves in society.
All of this, together, generates a need for companies: digital transformation.
Adapt to what customers demand or have a very challenging future ahead.
We don’t need to “cast a lot”. The technology is there to be used – no matter the size of the company, segment, etc.
It just needs, of course, to have an organizational culture willing to change. To transform by valuing people – and delivering even more value to customers.
4 benefits of digital transformation in companies
Technology accelerating knowledge. That optimizes processes. That increases productivity . Which qualifies delivery. That reduces costs. That boosts business results. That makes companies grow.
Digital transformation, when consciously applied, brings a number of benefits. One after another, as in the sentence above.
But, to make it clearer, we have separated 4 benefits of DT applied to organizations.
1 – Optimized services and products
Technology has changed the business model of all companies a lot. And, thinking of the internet as the flagship, the democratization of spaces to reach the customer is something truly great.
You can, in front of the computer, buy clothes in a store that physically exists only outside Brazil, for example.
This is a classic example of digital transformation. The store changed its way of business, right? It stopped selling only in physical points and reaches the entire world through technology.
Large online stores like AliExpress deliver products all over the planet. And you only need a computer or smartphone with internet to be able to buy.
Optimized services and products, accessible from around the world – literally. How would a seller in China be able to deliver their product to someone in São Paulo, for example, if they don’t join the digital transformation?
2 – Cost reduction + optimized processes = better results
Reducing costs is one of the main points that technology brings to companies. And the examples we can think of are many.
Let’s think about the sales process.
How long does it take for a salesperson to fill an Excel spreadsheet with a customer’s data? With information regarding a negotiation?
Or better yet? Copying and pasting emails, one by one, for active prospecting ?
Now calculate the hours spent that this salesperson, who should only be selling, is wasting doing mechanical and bureaucratic tasks?
That’s what the digital transformation is there for.
The tedious, robotic work is left to technology. The seller only focuses on selling.
Thus, it is no longer onerous for the company and it enhances commercial results simply by adhering to a sales system that makes it solely focused on sales.
This will undoubtedly translate into much better customer service . And then it will be halfway to closing sales and achieving the proposed goals and objectives .
3 – Stronger relationship with the customer
We spoke in the paragraph above and expanded it now. The digital transformation comes to improve the relationship with the customer for the company.
If we think about inbound marketing strategies to attract customers , from the first contact it is already possible, through technology, to nurture a healthy and lasting relationship.
There are tools that gather data and information about prospects , all interactions he made with the brand, for example.
You will know what you need to deliver and how it needs to be delivered. The company will constantly be offering something of value to him.
It’s about building an image of authority for, of course, the ultimate goal of everything: to be able to sell and make the consumer experience the best possible.
Even with the technology, it is possible to identify the buyer persona call of each company.
And why is this important?
In this way, organizations dialogue with those who truly have the ideal customer profile .
By getting the strategy right, going to the right place and talking to the right people, the brand becomes even stronger within the segment in which it operates.
Without technology, however, how do you know – in this technological and constantly changing world – where are the people who have to do with the company?
4 – People’s empowerment and well-being
Leave the mechanical, dull and robotic work to technology. This is empowering people and, consequently, investing in their well-being.
Like? Let’s think about sales again. We return to the example of the salesperson copying and pasting emails and filling out spreadsheets.
With the use of a CRM , for example, he may have gained in more opportunities in the same period before the technology.
Mechanical work is no longer his role. He is now a business consultant who sells value to prospects.
They recognize this and accept the proposals. Business results improve and the sales leader notices this.
The feedback will be positive for the entire company’s sales force and, as a result, these professionals will earn more sales commission and feel better.
At the other end, the manager will have a complete tool for a fair performance evaluation .
He will have a broad view of how business results are gradually improving.
Because people feel better. They have greater well-being to work and focus on activities that truly benefit them and the company.
Myths and truths about digital transformation
Sure, but is digital transformation really for any type of company?
“Ah, but I have a small business, a neighborhood market. I think this digital transformation is not for me”.
Many myths surround DT and its application. But, one thing needs to be clear – if not already. She is for everyone. Of all sizes and segments.
Therefore, we separate some myths and truths about her.
1 – Digital transformation is only for IT companies
It doesn’t matter the size of the company, nor the segment. We have already spoken, yes, but it is always important to emphasize that the digital transformation is accessible to everyone in the same proportion as it is a necessity.
If a neighborhood market uses social networks to advertise their offers or What Sapp to serve customers, then I have something new for you.
You are already inside TD.
Of course there are cases and cases. Generally speaking, in many companies such a radical change is not necessary. The example above is one of the cases.
The important thing is to be clear where you are and how your consumer behaves. Then look inside and see which processes are bureaucratic.
Finally, make a decision on how to optimize the work so that the company can do more and better for its customers.
2 – TD generates layoffs and does not care about employees
There is an old discussion about people losing space to machines, robots, especially when we talk about industry.
We cannot deny that there was an impact, but much smaller than imagined. After all, machines need to be operated by humans – and not other machines.
The artificial intelligence in sales , for example, will add to the work of the seller – and not replace it. And this is replicated in other areas of society.
It is an aid to the employees’ work. Those who, of course, deliver what the company and the market need.
Thus, the focus is on being much more strategic. Thinking about new solutions, insights and improvements and ceases to be operational (this work is, now, of technology).
Therefore, it is wrong to say that the focus of digital transformation is only on the consumer.
Of course, customer success is essential and cannot be overlooked. After all, without them there is no point in the existence of any organization.
But TD doesn’t revolve around that, it doesn’t just exist for that. Customer focus is just part of the whole.
It helps in the mission of how to retain customers , of course, but it’s not just for that. It needs to be something clear to you, okay?
Automating tasks, integrating sectors, providing people with tools, the focus will automatically be on employees.
Who makes it happen on a daily basis? In those who get their hands dirty. And with power in hand, they will feel much better to work and achieve their personal goals accordingly.
3 – A complete revolution is needed
It’s not about 100% changing what the company is. Technology will bring new attributes and ways of working, of dealing with processes of all kinds – internal or external.
But, we cannot simplify. It’s not just about the technology itself. It’s a change of mind above all else.
Also because, it is no use buying the best tools available if there is no conviction and understanding of why you have and use them.
The transformation is internal – from within each person as well.
It’s about innovating. About creating new experiences and forms from the inside out. To show customers, partners, competitors, society that the company is at the forefront of innovation.
And, of course, that it will always be ahead of the others in the segment in which it operates.
Digital Transformation: How to get started?
If you’ve made it this far, it’s because digital transformation is something you understand as important.
And maybe you’re thinking about applying it to your business – or simply figuring out how to “get your hands dirty”.
Therefore, we have separated some steps on how this process can start in organizations.
A starting point, let’s say, for you to identify what needs to be fixed and use the technology in favor of your business.
That is why:
- Analyze the company as a whole – benchmark , BCG matrix , SWOT analysis , anything that helps you identify business strengths and weaknesses;
- Propose point changes – take it slow and propose small changes supported by technology in a specific industry. It can be a record of activities done, or a task planner and it increases as you accept it;
- Invest in qualification – train your team so that it can adapt to the contracted solutions. If you are a sales team, do as much training as necessary so that the use of the software is natural;
- Evaluate processes – always be aware of the return that new propositions are giving and look for alternatives to always improve these numbers;
- Make bigger changes – once you see results in one sector, take the transformation to others and repeat the training and monitoring processes for all desired areas;
- Analyze everything and improve – always be on the lookout for trends and get ahead. Create a collaborative culture where everyone can have their say and bring best practices into the company to debate them.
TD in sales
But, as for the sales sector, how to carry out the digital transformation?
The first step is to diagnose the “pains” that the sales manager – along with the CEO – identified after talking to the company’s sales force.
How to know if it is necessary to apply in your business?
Well, generally speaking, some aspects stand out more as problems. Such as:
- lack of communication between marketing and sales, misaligned about what they communicate and how they communicate with customers;
- Low lead generation or even very few qualified leads (is the problem in pre-sales, or before?);
- leads that cool down in the sales funnel , for lack of information, contact or for having a very large number of opportunities;
- lack of record of lead interactions with the company;
- no-show in sales;
- proposals, agenda requests, among others not answered
And so on. There are many other metrics to consider.
Then look for tools that help you, from the lead generated to the signed contract. Invest in content marketing and qualification, through the SDR team, of the generated leads.
Always with the same purpose: optimizing processes, empowering people, improving the customer experience and boosting results.
That’s what the digital transformation brings. That’s what companies need.
So, how can we help you?
Take the opportunity and read two articles that can help you better understand TD in companies.
The first talks about the importance of growth hacking for the growth of any type of business.
The second addresses some types of leadership to apply in organizations.