What happens when digitisation doesn't actually equal productivity?

By Henrik Troselius - April 12, 2019

As more companies are looking to digitise business processes and utilise an expanding array of tools, we need to carefully consider if we're actually enhancing productivity, or if we're losing valuable time with the adoption of new tech.

With continual technological advancement, it can be tempting for businesses to adopt new tools and methods all the time. But while this can be seen as a way to stay competitive, it may actually lead to a disconnect within our businesses when not done properly.

How to evaluate digitisation effectiveness

So, how can companies understand if their digitisation is not effective or working to their advantage? There are a few things you can look at to tell you:

How prolific is the digitisation? - If you're only digitising some parts of your organisation, and especially if none of the digital aspects are for customer related activities, you may be prioritising incorrectly. It won't matter how well oiled your internal machine is if you aren't seeing results on the customer side.

How long is onboarding and implementation taking? - without a proper plan for implementing new tools and technology, onboarding can be disorganised, inconsistent, and take far too long. In order to be effective, digitisation should have a schedule and launch date that balances enough time for proper training and implementation, and maximizing profitability.

Is there overlap in capabilities, or not enough integration? - sometimes we can get overzealous when it comes to new tools and technology for running businesses, but adding in tools, especially for sales, doesn't always mean productivity. Look to where you can reduce the amount of tools you can use by cutting out redundancies, and making the most of integrations.

What to do when digitisation isn't equaling productivity

If you take a look and find that the digitisation of your business activities is not really going as it should, you may feel panic or frustration. But, the good news is, it's never too late to make adjustments that can get you back on the right track.

It's likely the problems you're facing stem from being underprepared, lacking change management, lacking communication, or not having the proper evaluation processes in place (or all of the above). Digitisation requires checks and balances, an engaged staff, and management who lead by example.

Get feedback - how confident do your individual team members feel with the new tools or digitised processes? This can be your first indication of what needs to change.

Give the proper support - as a leader, how much of your time have you put aside to ensuring digital transformation goes smoothly? Consider if you need to hire extra help for the process.

Reprioritise what digital tools and activities you use - take a heat check to see if all the tools and digital processes you're implementing are important and necessary. Or maybe you need to add something to really get the full effects of digitisation - such as using sales performance management technology to truly make the most of sales enablement.

We think that moving towards digital transformation is a step to better, more efficient and productive business, but without doing it correctly, it can actually have the opposite effects. When you evaluate your digitisation and find that is not having the intended results, it's possible to fix through support, communication, evaluation, and leadership.

Want to learn more in detail about how to ensure you're making the most of digital transformation in sales? Download our new E-book: Sales enablement and digitalisation: what could you be doing better?

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