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Welcome back to the series! So far we have unpacked two of the Four P’s of Staffing a Digital Transformation Team. We have unpacked the first “P”, Philosophy, which dealt with the mentality necessary for success. We have also unpacked the second “P”, Pillars, which dealt with the foundational pieces upon which success is built and sustained. In this post, we will deal with the third “P” which is the process of building your digital transformation team.
How can you go wrong with a gap analysis? A gap analysis simply helps us identify, for a particular topic, where we are, where we want to go and how we will get there. A gap analysis can be useful whether starting a new team, adding to or improving an existing team either in incremental or disruptive transformation. The secret sauce, in designing and building or remodeling a team, is making sure you have the proper talent areas in your gap analysis. In helping build teams, we have identified and described 25 talent areas needed for a significant transformation team. I imagine we could argue endlessly over those alterations or how we could tidy up the definitions. The goal of this gap analysis is to be a good starting point and not a perfect ending point. Follows are the 25 talent areas and their definitions.
- Goals, Objectives, Measures Development: Determination of goals, objectives and measures that will determine success
- Research – Market research, competitive analysis and gap analysis
- Budget Planning – Creating and managing budgets with a focus on priority management
- Analytics and Optimization – Establishment of success metric AND ongoing optimization based on data and analytics
- Content Strategy – Planning, auditing, optimizing and creating content that that supports meaningful and interactive experiences across appropriate assets/channels
- Website – Optimization of a website as part of a marketing communications strategy
- Email/Test/Syndication – Planning, deployment and management of email/text/syndication as part of a marketing communications strategy
- Search/Traffic Generation – Planning, deployment and management of search/traffic generation as part of a marketing communications strategy
- Social Media – Planning, deployment and management of social media as part of a marketing communications strategy
- Content Management – Optimization, deployment and management of content for digital assets
- User Research – Research to understand userbehaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies
- Requirements Development – Gathering and translation of user needs documentation of what an asset must do
- User Experience – The use of usability, information architecture and user interface practices to create the desired experience/interaction for users
- User Interface – Hands-on creation of needed design assets to create a visually appealing experience for users
- Tools, Platforms and Technologies – The “toolbox” of tools, platforms and technologies used to deliver solutions
- Methodologies/Development – The creation, oversight and standardization of development practices as well as the implementation of the solutions
- Data – Organizing and structuring data in a manner that allows the enterprise to access and analyze data
- Q&A and Performance – The practices needed to ensure compliance, quality and performance
- Expectation Management – The setting and management of the expectations of all stakeholders
- Scope Management – Management of scope of project against plan and budget
- Tasks, Timelines and Deadlines – Management of tasks, timelines and deadlines
- Resource Planning – The planning and balancing of resources needed for successful delivery
- Build Trust – Building trust and relationship with stakeholders in a manner that enables productive collaboration
- Education – Educating stakeholders on what is possible
- Evangelism – Building of support and enthusiasm for all elements of the digital transformation process
In our next post, we provide you a template and a method on how to use the template to get to what you need on your team.