B2B Digital Maturity Scale Level 0
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The Luddite OVERVIEW
Luddites have a general lack of awareness or acceptance of the benefits of technology, and are resistant to adopting new technologies.
DIGITAL PROCESSES
Most business still done across on paper Seamless user is experience all digital channels
TECHNOLOGY ALIGNMENT:
Little to no online presence or digital marketing efforts Limited employee understanding of how digital technologies work, or how digital technology can improve workflows and the business overall
PEOPLE:
Little to no opportunity for change or digital growth “This is the way we’ve always done business and always will” mindset
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The Laggard OVERVIEW
Laggards may be generally aware of digital technologies and their benefits, but have no real plan in place for how to adapt to the changing digital landscape.
DIGITAL PROCESSES
Beginning to explore digital solutions, but no real Seamless user experience across all digital channels implementation strategy Omnichannel marketing and selling strategy Using manual processes and spreadsheets for managing back-office operations
TECHNOLOGY ALIGNMENT:
Basic online presence with minimal use of digital marketing or social media
PEOPLE:
Few digital champions within the company, and little interest in advancing to full potential
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The Follower OVERVIEW
Followers may be experimenting with various digital tools, but face challenges integrating new technologies with legacy systems due to technical limitations with existing systems and internal teams.
DIGITAL PROCESSES
Experimenting with digitalacross tools and processes Seamless user experience all digital channels Pilot programsmarketing to test functionality integration Omnichannel and selling and strategy May be using rudimentary digital tools to manage back-office operations
TECHNOLOGY ALIGNMENT:
Basic online functionality Some social media presence and digital marketing efforts
PEOPLE:
Teams are working to build organizational effort and willing to adopt new technologies
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The Middle Ground OVERVIEW
Middle Grounds have begun integrating digital tools into their day-to-day operations, but individual teams are often siloed in their technology use, making it difficult to scale as an organization.
DIGITAL PROCESSES
Growing level withacross digitalalltools andchannels solutions Seamlesscomfort user experience digital Some implementation ofand digital solutions in a few business areas Omnichannel marketing selling strategy and selling strategy Beginning to explore SaaS and cloud technology (ERP, OMS, IMS, etc.) for managing back-office operations.
TECHNOLOGY ALIGNMENT:
Interactive website with some online functionality Targeted digital marketing strategy Some data gathering, but little ability to analyze and act on insights
PEOPLE:
Leadership sees the benefit in digital advancement, but change is often challenging due to legacy platforms or inter-organizational silos
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The Leader OVERVIEW
Leaders see wide-scale adoption of digital technologies in their everyday operations. While processes and departments are integrated, there are still some barriers to data gathering that slow down analytics and the organization’s ability to act quickly upon the data they gather.
DIGITAL PROCESSES
Seamless user experience across all digital channels Omnichannel marketing and selling strategy Wide-scale of digital technologies across across the organization Unified datause gathering and analytics strategy the organization TECHNOLOGY ALIGNMENT:
Unified data gathering and analytics strategy across the organization Data is driving many — if not most — of the decisions within the organization Many automated workflows between departments
PEOPLE:
There is a culture of innovation throughout the organization and a unified approach to technology adoption
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The Visionary OVERVIEW
Visionaries have experienced full digital maturity with widespread application of digital technologies and processes. They are consistently seeing the operational benefits of digital integration, and have a significant competitive advantage against other businesses in their space.
DIGITAL PROCESSES
Always onuser the cutting edge of technology Seamless experience across all digital and channels innovating processes Omnichannel marketing and selling strategy Exceptional customer experience across all touchpoints, Unifiedand dataonline gathering and analytics strategy across offline the organization
TECHNOLOGY ALIGNMENT:
Integrated ecosystem with all departments sharing data in real-time Always finding time and space to try new things and integrate them in with existing, tested frameworks
PEOPLE:
Constant digital innovation is embedded in the company’s core