Revenue and sales
Digital transformation is the process by which a company integrates digital technology across every area and changes how it operates and delivers value to customers.
Enrico Giubertoni lists four pillars, and the first is the one the traditional list leaves out: culture, people, processes, technology. Company culture acts as the engine or the brake, and where it stays still even the largest technology investment returns little. The phrase took hold in the 2010s, when cloud, phones and data made digital a factor of the whole business model and no longer of the IT department alone. Europe has measured its progress since 2014 with DESI, the European Commission's Digital Economy and Society Index, and since 2022 has steered it through the Digital Decade programme, which sets 2030 targets for skills, infrastructure, businesses and public services.
An example
A company buys an advanced customer management system and leaves its salespeople's targets untouched, still measured on this month's contracts. Data gets entered at quarter end, all at once and from memory, and what remains of digital transformation is the licence fee.
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