Digital Marketing

Digital Transformation Training Program: Think Results, Not Skills

digital transformation, digital transformation training, digital marketing training

I’ve had the opportunity to create training programs for a number of digital transformation processes. When it comes to assessing an organization and building a plan, most trainers start with the skills people need. What we’ve found is, that while yes, people need skills, the most helpful starting point is job performance. We ask, “What do you want people to be able to do?”

What is Digital Transformation?

Digital transformation is the new buzz word for global consulting firms and big businesses. The idea is to step-change the way businesses operate and for them to “become digital”.  According to Wikipedia, digital transformation is the change associated with the application of digital technology in all aspects of human society.

So what does that actually mean?

Practically, it typically means that a business is trying to make a major change to operations and drive increased sales, profits, or both. This is usually empowered by major technology investments and a shift in marketing budgets towards digital.

Getting your people to change may be the most difficult part.

Why Digital Transformations are Different vs. Software Training

Digital transformation is about step-changing the way your organization works, acts, and does business. It isn’t just about shifting budgets – it should be about transforming how the business fundamentally operates and grows.

The biggest challenge with most big organizational changes is the people. Building technology isn’t hard (well it is, but it can be managed). If people don’t adopt the technology you’ve just wasted a LOT of money, time, and resources.

The key to a successful digital transformation training program is to remember that you aren’t training people to use software – you are changing their mindset and changing the way they approach and do their jobs.

Why Skills Measurements Don’t Work in Digital Marketing Transformations

Skills measurements typically focus on what people know (or can do) now, and what they need to know or be able to do in the future. With a digital transformation there are a few problems with this approach:

  • Digital is complex and always changing – it isn’t like training people on static software.
  • “Skills” in digital vary greatly based on an individual role in supporting the transformation process. For example it isn’t enough to think about basic, intermediate, and advanced Facebook. We need to think more about the different roles that people plan in bring Facebook to life.
  • On-the-job-performance trumps skills. It doesn’t matter if you were trained on Facebook best practices if you can’t easily access and remember the best practices when it comes to job performance.

This is why we look at job performance requirements vs. skills assessments when building digital transformation training programs. If you’re interested in working with us to execute digital transformation in your organization, have a look at our customized corporate training page HERE.

Leave a Comment

Your email address will not be published. Required fields are marked *

×