This could arguably be the most crucial phase. Now the various teams can use the platform’s tools and capabilities, it’s time to start using these tools properly! What do I mean by this? An organisation will adhere to some form of governance strategy or operating model, and this will be true for its digital platform as well. Certain tasks are carried out by certain people. These often go through varying degrees of processes, approvals, or involvement from other stakeholders.
Take, for example, a large, multi-market, multi brand organisation. When deploying a new marketing campaign in a single market, this must conform to the brand identity approvers standards in the global marketing team. Similarly, analytical data of the performance of said campaign should not be available to other markets, or indeed brands, but rather managed by the global data and marketing teams for that particular brand. It’s this kind of governance that provides a clear and simple way to clarify roles, responsibilities, accountabilities and decision rights, so business units can focus their efforts more effectively.
So in essence, a digital enablement strategy will define these roles across the organisation to adhere to strategic objectives, document their responsibilities, and govern how their BAU tasks are executed and managed across all business units.