a roadmap to digital transformation
TRANSCRIPT
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A Roadmap to Digital Transformation
By Khurram Hamid – Chief Digital Officer, Pfizer
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ABOUT ME I have had the humbled privilege to have worked and lead digital transformation for some of the biggest companies in the world unlocking approx $300 million in value through digital transformation strategy and execution.
Today I will share with you my combined experiences on how to deliver on digital transformation
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WE LIVE IN THE 4TH INDUSTRIAL REVOLUTION
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WHAT IS DIGITAL TRANSFORMATION ?
It is not a Marketing Strategy nor a Sales Strategy or an IT
Strategy…..
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WHAT IS DIGITAL TRANSFORMATION ?
It’s a Commercial Business Strategy which combines IT, Sales and
Marketing that Delivers
Increased Revenue
Through selling from eCommerce
Increased Profit
Through reaching the right customer
New Business Development
Through new digital products and services
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IN ORDER TO START YOUR DIGITAL JOURNEY SENIOR LEADERHSIP NEED A GROWTH RATHER
THAN A FIXED MINDSET
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Learn Fast
Fail Fast
Scale Fast
WHO ARE PREPARED TO
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WHATS THE ROI OF DIGITAL TRANSFORMATION ?
ANWSER : YOUR EXISITANCE
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Step 1 : Who is Your Customer ?
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WHO IS YOUR CUSTOMER ?
Pakistan Mobile Internet Population is Bigger than the Entire Population of Saudi Arabia (33 Million)
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The Majority are
MILLENIALS (1980 – 2000)
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The Digital Economy Always On and Always Relevant Experiences
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DIGITAL COMPANIES ARE NOW THE LARGEST COMPANIES IN THE WORLD
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Step 2 : Understand What You Want to Do ?
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GSK – Digital Road Map (Example)
16
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Step 3 : How are Going to Execute ?
Using the 5Ps Digital Transformation Framework
1. People 2. Process3. Platforms 4. Partners 5. Programs
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DO YOU HAVE THE RIGHT PEOPLE AND RIGHT OPERATING MODEL ? (GSK Example)
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WHAT ARE THE KEY PROCESS AREAS ? (Pfizer Example )
Digital Acceleration
Model
Acquire
Engage Grow
Acquire new customers & increase coverage through digital channels
Engage with personalized, content based on deep insights through digital customer journeys
Grow volume & revenues through increased coverage,
better customer insights & content personalization
Reduced Cost Per Engagement vs Traditional Field Force by 60%
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DO WE HAVE THE RIGHT PLATFORMS TO PROVIDE VALUE - (P&G Example)
Mobile Commerce Sales Increased by 200% to $25 million in 18 months in China
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DO WE HAVE PARTNERS TO IDENTIFY AND COMMERCIALISE NEW INNOVAITON - (Pfizer Example)
Area 2071 a UAE Government Accelerator Partnering to Solve Billion People Problems changes Pfizer relationship from a seller of pills to a strategic healthcare partner
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DO WE HAVE THE RIGHT PROGRAMS WHICH DRIVE ENGAGEMENT - (P&G Example)
Providing Mobile SMS and Mobile App for a Small store Owner to Manage their Business drove 200% increase in sales of P&G Products
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In Summary
1) Have a Commercial Digital Driven Mindset
2) Don’t expect instant results need to have at least a 2 year investment plan
3) Setup for Success with right level of resource and investment
4) Do Learn Fail and Do Learn Scale……..Fast
5) Have a Digital Team focused on the medium to long term and promote and reward risk
6) Partner and acquire instead of building solutions and services
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Thank You Any Questions ?