Qué debe cumplir el líder en transformación digital

logo_blog_nominado_2015 (1)ReFoto-habilidades-lider-transformacion-digitalpasa las características que debe cumplir el líder en transformación digital y descubre que la transformación digital es más un reto de gestión que de conocimiento digital. 8 de las 10 características del líder en transformación digital no están relacionadas con habilidades digitales:

  1. Habilidades en la gestión del cambio. Internet ha modificado los modelos de negocio: ha cambiado el portfolio de productos, la manera de crear las marcas, hay nuevos canales y se han redefinido la relación con los actuales, han aparecido nuevas figuras en la segmentación de clientes, nuevos actores en el entorno competitivo, tienes otros partners, nuevos modelos de gobierno, nuevo perfil colaboradores……Es un cambio de alto impacto en la organización que exige experiencia en proyectos de transformación por parte del líder de transformación digital.
  2. Capacidad de gestión de la influencia. La digitalización puede crear resistencias internas que hay que vencer gestionando la influencia, lo que exige, por parte del líder en transformación digital, tener la capacidad de conseguir adeptos, detectar detractores, eliminar miedos, hablar en positivo….
  3. Experiencia en la gestión de proyectos transversales. El líder en transformación digital debe haber liderado proyectos transversales y multidisciplinares coordinando equipos de diferentes departamentos ya que la digitalización es transversal a toda la organización lo que exige un trabajo multidepartamental donde las dependencias dejan de ser jerárquicas.
  4. Desarrollo del talento y de transformación de equipos. La digitalización exige tener líderes que acompañen a los equipos en el cambio, capaces de transformar y desarrollar a los colaboradores definiendo nuevos perfiles profesionales (conocimientos y capacidades)
  5. Conocimientos de Tecnología. No se necesita ser un técnico, pero el líder en transformación digital debe manejar conceptos básicos que permita tener una comunicación fluida con los desarrolladores e informáticos.
  6. Habilidad en el manejo de datos numéricos. Las métricas y los KPI’s son el día a día de los negocios digitales.
  7. Liderazgo en el desarrollo de planes estratégicos. ¿Qué es la transformación digital sino un proyecto estratégico?
  8. Experiencia en Marketing estratégico ligado con los fundamentos del marketing. Las bases del marketing clave del éxito en un proyecto de digitalización: posicionamiento marca, selección targets, arquitectura portfolio, análisis entorno competitivo……
  9. Conocimiento del negocio y de la categoría donde la compañía opera. El mercado y la realidad actual de la compañía son el punto de partida que hay que integrar con coherencia en el nuevo modelo.
  10. Conocimientos de Digital y de todo su ecosistema: buscadores, RRSS, apps, mobile….con alta curiosidad hacia los cambios continuos que se producen.
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