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Executive sponsors are people in different departments who might be able to help you with your digital transformation program. An effective executive sponsor is someone who:
The role of an executive sponsor is to:
To secure executive sponsorship, it’s important to:
You can leverage data in order to gain executive support by using:
When meeting with executives, come prepared with data that they will accept. Don’t bring data or information that’s totally left field for them, where they might say, “This doesn’t apply to us,” or, “Well, that’s only for them.” You’ve got to know the people that you’re talking to, and you’ve got to know what their priorities are, and what’s going to resonate with them. If you come in with the right data, and with evidence to back up why you want to do whatever it is that you want to do, then you’re setting yourself up for success.
Securing an executive sponsor is very important. But the executive sponsor not the only person who will be making decisions and determining whether or not your program is a success.
It is your job to promote internally what you want to do and why you want to do it, and to tie those outcomes back to company’s goals. Digital transformation isn’t something that’s done by someone in a room on their own. It’s something that’s accepted by everybody; it’s something that is woven into the fabric of the company. Using internal promotion to drive that momentum is incredibly important.
You can highlight and promote your program internally by:
Kristin Shine is Founder and General Manager of Shine Healthcare and Science Consulting. She advises clients in the healthcare space on digital strategy development, business development, strategic communications, and commercial partnerships.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module probes the critical areas of digital leadership, digital strategy, and digital transformation. It is aimed at all marketers willing to establish personal leadership and shows how you can become a digital leader by learning from best practice. It covers topics on executive sponsorship, digital adoption, building effective digital teams and training, facilitating collaboration, and digital centers of excellence. It also covers processes for bringing a digital strategy into a mainstream market and how to manage a digital strategy to maturity. It concludes with topics focused on evaluating and reporting on a digital strategy, including metrics to track, stakeholder reporting, and establishing an executive digital footprint.