Why Many SMEs Fail At Digital Transformation


At some point or another, evolving digitally is brought up at the boardroom tables of many SMEs. Many decide ‘this is where they should be’ and that ‘they will launch soon.

Businesses can gain from marketing, like we are, in 2017.

From my point of view, much of their failure stems from never starting. Many of the CEOs we meet with want marketing to be the catalyst for huge changes in their business. They want to use the projects to change stuff with customers — loyalty of employees — onboarding processes — partnerships — and the list goes on and on. In fact, none of these components can actually fit into a single marketing project and most of the time they involve too many stakeholders for anything to start. It’s like trying to build five towers at once when you’ve never built a 3 bedroom.

It might be motivating to think you can somehow rally 40 people to participate into a marketing project but it rarely works and it should not be used as a replacement for culture.

When owners get greedy they often want to do too much at once. Too much project zeal, more often than not means the plate gets too full and they never start. In the end, marketing is a strategic and creative endeavor and it takes a step-by-step approach to reach success at its full potential. My advice is to have a small team handling all the foundations of the project, then slowly releasing it to the other parts of the organisation in manageable chunks.

This blog was first published on sharonlatour.com.