Phase 1: Mobilisation Phase
This is when you get started, alternatives are tested and resources are mobilised. The initial work is not about detailed planning. Instead the focus should be on creating interest and acceptance of the inevitable need to transform. It’s about clearly communicating why transformation is important. It’s about having a clear vision of where the organisation is heading. And it’s about the efforts required to achieve the vision. The digital initiative is small (the little aqua dot in the figure) and often runs completely separate from the existing operation (the orange dot in the figures).
Phase 2: Coordination Phase
In this phase people achieve a deeper understanding of the company’s digital initiatives. Options have been tested and there is an understanding of which methods will work and which won’t. There is an increased focus on how to execute the digitalisation. A comprehensive digitalisation strategy is developed and it’s not uncommon to set up a specific unit within the organisation with responsibility for the initiatives. The Coordination Phase is the most difficult among the maturity phases. There are high demands on strong leadership as friction often arises between the digital and the existing parts of the organisation. The two parts need sound coordination to function well together.
Phase 3: Acceleration Phase
As the company transforms and changes its ways of working (the “how”), it becomes easier to understand its offerings and revenue models – the “what”. More of the transformation work can now be focused externally towards the market. This is when the existing and digital strategies merge into one. There is now one vision and one strategy for all operations, whether digital or not.