Digital Transformation Challenges: Overcoming Departmental Silos

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Digital transformation is a necessary but often challenging journey. If you’re struggling with departmental silos, don’t worry — you’re not alone. Here are six easy steps to turn this obstacle into an opportunity for growth.


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This blog is based on part of our new on-demand webinar, Overcoming Obstacles in a Digital B2B World. Watch now for more actionable advice and examples of digital transformation success.

Your Peers’ Core Digital Transformation Challenges

Last summer, we teamed up with the specialists at Sapio Research to learn more about how B2B companies around the world are tackling their digital transformation projects — the goals, benefits, and obstacles.

Our research indicated that just 4% of respondents had completed their digital transformation.


Digital Transformation Progress

Most respondents are still in the early stages of digital transformation: the end is in sight for just 8%, and almost half are either still strategizing or testing the waters with a pilot project.

If you’re one of the vast majority still on the path to digital transformation, which obstacles can you expect to encounter?

  1. Organizational resistance to change
  2. Disconnected sales channels
  3. Legacy technology
  4. Siloed departments

Let’s take a closer look at how to overcome departmental silos in your project to digitize your business.

Overcoming Departmental Silos in 6 Steps

Digital transformation might seem unattainable for your business. It doesn’t have to be — but it does require unprecedented levels of collaboration between all departments. This is easier said than done if your departments are siloed.

Departmental silos often work in your advantage for business as usual, but they are a serious hurdle on your digital transformation journey. Here’s how you can overcome them in six steps.

We’ll use setting up a successful e-commerce project as an example.



1. Set goals with the key players in your organization

This step is essential. Get the key players in your business together and document everyone’s goals with your new venture. It’s vital that you get this input from them personally — don’t make assumptions!

Once you’ve considered everyone’s points, make a list of your goals. Quantify your main goal; this will help you track the success of your project and motivate your team to reach your target.

2. Set KPIs

If you’re working on a web store implementation project as part of your digital transformation, you could consider KPIs like:

  • Online customer retention rate
  • Percentage of repeat customer visits
  • Customer satisfaction
  • Online order frequency
  • Average order value
  • Effect on offline sales

Learn more about these KPIs on the Sana blog.

3. Define your target market and customers

Determine and document your ideal market. This will make it easier to ensure your web store has the functionalities required to meet your customers’ expectations.

 Digital Targets

4. Communicate with your customers

A web store is a fantastic place to announce discounts, share discount codes, and offer invaluable resources like product documentation and account overviews. Get together with your marketing department (or independent marketing expert) and plan how your business will take advantage of this new channel.

5. Create a roadmap

There are so many ways you can launch your web store. Are you going to introduce it gradually, or with a big bang? Consider your options and select the method that will best suit your customers — and that’s feasible with your company’s available resources.

6. Analyze the data

What’s digital transformation without data?

Gather all the information you already have about your order processes, customers, prospects, targets and current success rates and ask yourself: are there any gaps? If there are, how will your new online sales channel help you fill them?

One of the major advantages of launching a web store is the valuable customer data it puts at your fingertips. Make sure that you choose a web store solution that makes it easy to access this data, as it will help you keep your customers happy and continue to grow your business.

  Analyzing the Data

Silos? No Sweat

You’ve involved key players across your company. You’ve carefully considered (and documented!) your e-commerce business plan. This doesn’t just give you a playbook for launching your web store; the process helps ensure that everyone understands the importance and added value of your new sales channel — no matter their department.


Want actionable advice like this for beating organizational resistance to change, disconnected sales channels and legacy technology? Sign up for our free on-demand webinar, Overcoming Obstacles in a Digital B2B World.


Overcoming Obstacles Webinar


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