Digital Manager: un rol clave en la Transformación Digital de las empresas

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touch screen graph on a tablet

CLAVES:

  • La digitalización se refleja positivamente en la cuenta de resultados, hecho del que empiezan a ser consicientes los directivos de las compañías españolas.
  • La Transformación Digital es una prioridad para las empresas, llegar tarde puede tener consecuencias catastróficas.
  • Es necesario apostar por la formación de directivos y empleados, deben ser conscientes del papel de la tecnología para optimizar procesos y maximizar resultados.
  • Las empresas españolas se organizan por silos verticales, la tecnología facilita la coordinación de todos los departamentos para trabajar conjuntamente por un objetivo común.

Con el fin de conocer cómo los Digital Managers están impulsando la Transformación Digital de sus compañías, Incipy & Inesdi, en colaboración con el Centro de Innovación de BBVA, convocaron dos eventos “Transformación Digital y el rol del Digital Manager” (Barcelona y Madrid)  en los que se habló en profundidad de:

  • Los logros conseguidos.
  • Los principales frenos encontrados.
  • Los puntos clave y factores decisivos.

El evento consistió en una mesa redonda en la que se conoció la experiencia de Digitals Managers que están impulsando y liderando la transformación digital de importantes compañías: en qué momento del proceso se encuentran, logros conseguidos, frenos encontrados, puntos clave y factores decisivos. Joana Sánchez, presidenta de Inesdi & Incipy, fue la encargada de moderar las intervenciones de los ponentes.

En Barcelona, los ponentes fueron:

  • Isabel María González, Digital Marketing Manager Affinity Petcare.
  • Roger Serra, Digital Marketing Manager Roche Diagnostics.
  • Verónica Montesinos, Ecommerce Director Custo Barcelona.

Los ponentes en Madrid fueron:

  • Sara Gallego, Digital Marketing Manager Samsung Electronics.
  • Adrián Segovia, CDO Diario As.
  • Angélica Hernández, Digital Manager Orangina schweppes Iberia.
  • Rafael Rodríguez, Head of Digital Marketing en Acciona.

Podcast del evento en Madrid:

[section label=”Debate” anchor=”Debate”]

Debate

Joana Sánchez introdujo el debate definiendo qué es y qué no es “Transformación Digital”.

Fuente: MUJERES CONSEJERAS. Transformación Digital y el Rol del Digital Manager.
Fuente: MUJERES CONSEJERAS. Transformación Digital y el Rol del Digital Manager.

En su intervención incidió mucho en las principales claves:

  • La transformación digital pasa por poner al cliente y al empleado en el centro de la estrategia. Situarlos en el centro es mejorar su experiencia y lo digital nos ayuda a ello.
  • Este proceso va de visión, cultura y liderazgo. Es un cambio cultural y hay que empoderar a las personas y aprovechar los datos.
  • La transformación digital es una transformación de negocio, pero las personas y la cultura son los principales frenos.
  • Para gestionar el cambio es clave potenciar una nueva cultura innovadora, transparente y conectada.
  • Las empresas digitalizadas generan mayores Ebitdas que las que no lo están.

Tras su introducción se abrió el debate con la brillante participación e interesantes testimonios de los Digital Managers participantes (evento de Barcelona):

Fuente: MUJERES CONSEJERAS. Transformación Digital y el Rol del Digital Manager.
Fuente: MUJERES CONSEJERAS. Transformación Digital y el Rol del Digital Manager.

[section label=”¿Cuáles han sido/están siendo los principales desafíos para la transformación digital de tu empresa?” anchor=”¿Cuáles han sido/están siendo los principales desafíos para la transformación digital de tu empresa?”]

¿Cuáles han sido/están siendo los principales desafíos para la transformación digital de tu empresa?

  • Conseguir que las personas pasen del “esto siempre se ha hecho así” a abrir su mente para aceptar cambios. Vencer resistencias y salir de la zona de confort.

Isabel María. Digital Manager en Affinity Petcare

  • Demostrar el ROI, la mentalidad, los silos para establecer puentes, la regulación, conseguir el compromiso. La tipología del sector altamente regulado también es un reto para el proceso.

Roger Serra. Digital Marketing Manager en Roche Diagnostics

  • El cambio, los tiempos, la impaciencia sobre los resultados. “Esto es una carrera de fondo”. La digitalización de las operaciones es una barrera, ya que requiere integrar todos los sistemas de la compañía: catálogos, stocks, logística, atención al cliente. Transformar algo físico en algo digital es un cambio organizativo, en la forma de funcionar y en definitiva un cambio cultural.

Verónica Montesinos. Ecommerce Director en Custo Barcelona

  • No hay modelo a imitar, cada empresa tiene que vivir su modelo de Transformación Digital. Y es clave entender que estamos ante una transformación del modelo de negocio y no en una transformación del modelo de producto, como ha ocurrido con la prensa.

Andrés Segovia. Ex CDO (Chief Digital Officer) en Diario Deportivo AS

  • Salir de la zona de confort y hacer el proceso cercano a las personas de la organización.

Angélica Herández. Digital Manager Orangina Schweppes Iberia

  • El sector de la construcción no es atractivo para lo digital, pero se pueden hacer cosas muy interesantes y en muchos frentes: comunicación interna, redes sociales, employer branding, formación…

Rafa Gallardo. Head of Digital Marketing en Acciona

  • Lo digital es una prioridad, hay visión por parte de los CEO’s, pero cuesta que se convierta en una realidad de recursos y hay que afrontarla a dos velocidades.

Sara Gallego. Digital Marketing Manager Samsung Electronics

[section label=”¿Qué figura/figuras están impulsando el proceso y qué factores ayudan?” anchor=”¿Qué figura/figuras están impulsando el proceso y qué factores ayudan?”]

¿Qué figura/figuras están impulsando el proceso y qué factores ayudan?

  • En Affinity Petcare el proceso vino impulsado por RRHH junto con el CEO y el apoyo de IT. Se impulsaron diferentes grupos de trabajo con diferentes iniciativas para que el cambio fuera una realidad en todos los departamentos. El reto está ahora en la 2ª línea. Siempre hay perfiles que se resisten más al cambio, en función de las ventajas que ven que tiene la digitalización para su sector y tareas.

Isabel María. Affinity Petcare

  • Ayuda ser consciente que la presencia online trasciende al entorno de las ventas. Para Custo Barcelona la transformación digital es una oportunidad de reposicionarse.

Verónica Montesinos. Custo Barcelona

  • Escuchar a proveedores y consultores externos, expertos que están al día de novedades y tendencias. El nexo de unión debería hacerlo un departamento totalmente transversal. Es bueno empezar por MK y RRHH, pero tiene que haber una evolución muy rápida hacia un enfoque más de cliente, de costumer experience, que demuestre los procesos de la empresa de una forma más natural y unificada.

Roger Serra. Roche Diganostics

  • Impulsan y facilitan las personas que tienen interés, independientemente del área y rol que ocupen. La transformación digital no entiende de edades, sino de intereses e inquietudes.

Andrés Segovia.  Diario AS

  • Los Top Managers pueden aportar mucho valor. En Acciona estamos digitalizando a todos los top managers de la empresa para abrir más puertas.

Rafa Gallardo. Acciona

  • La digitalización es una carrera de fondo pero también hay que tener quick wins.

Angélica Hernández. Orangina Schweppes Iberia

  • Es clave ser consciente que hay que innovar permanentemente, que en lo digital todo cambia y que hay que adaptarse constantemente.

Sara Gallego. Samsung Electronics

El evento en Madrid se retransmitió en streaming y se puede ver completo a continuación:

[section label=”Conclusiones de las sesiones” anchor=”Conclusiones de las sesiones”]

Conclusiones de las sesiones

  • La digitalización se refleja positivamente en la cuenta de resultados, hecho del que empiezan a ser consicientes los directivos de las compañías españolas.
  • La Transformación Digital es una prioridad para las empresas, llegar tarde puede tener consecuencias catastróficas.
  • Es necesario apostar por la formación de directivos y empleados, deben ser conscientes del papel de la tecnología para optimizar procesos y maximizar resultados.
  • Las empresas españolas se organizan por silos verticales, la tecnología facilita la coordinación de todos los departamentos para trabajar conjuntamente por un objetivo común.

[section label=”Trending Topic” anchor=”Trending Topic”]

Trending topic

Las dos citas generaron gran interés, tanto entre los asistentes como en las Redes Sociales, logrando que el hashtag #DigitalManager fuera tendencia en ambas ciudades.

 

INESDI. Digital Manager: un rol clave en la Transformación Digital de las empresas. 28 de octubre de 2015 [consultado 19-11-2015]. Disponible en: 
http://www.empleoyemprendedores.com/el-rol-del-digital-manager-en-la-transformacion-digital/
MUJERES CONSEJERAS. Transformación Digital y el Rol del Digital Manager. 5 e noviembre de 2015 [consultado 19-11-2015]. Disponible en: 
http://www.mujeresconsejeras.com/transformacion-digital-y-el-rol-del-digital-manager/2015/11/05/

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