Build the digital team in the company

il 10/05/2021

Let’s imagine that we have a clear direction to go in order to reach business objectives with digital such as: the acquisition of new customers, improvement of the user experience, increase in conversions on a single customer, opening of new business lines, processes.

Let’s imagine that we are clear about the economic resources to spend and that we have allocated an adequate budget to start with the activities.

The questions we need to ask ourselves at this point are: who do you need to hire? Which internal figures do you need and which external companies or consultants do you need? To what extent? And how are they selected?

The more you think about it, the more complex it gets, right?

Tip: Stop thinking the way you thought yesterday.

In fact it is never a technological issue (if you spend 10,000 euros on CRM you are not automatically becoming a more effective company digitally, you just bought a new software), only by making an effort to change the way of operating that there will be a great positive evolution (for example when a lead arrives, I enter it in CRM immediately and manage it correctly so as to evaluate on the basis of the data how to manage the contact and subsequently automate the standard steps).

It has happened several times (too many) to follow companies in the implementation of CRM seeing:
– money spent
– energies dedicated by many people to do the setups

To then get to be told: “we don’t have time to enter the information in the CRM” and see that everything is still running as before (we send the estimates by email and we remember the contact info by heart).

These are clumsy attempts to delegate to technology a change that must start with people. Change cannot be bought, it is lived by getting bruised from falls and difficult moments.


Where do we start from then?

It starts with the question: do we have a digital leader in the company who can coordinate activities and who can give defined guidelines for recruiting and allocating the necessary resources?

Don’t make the mistake of hiring the fashion figure of the moment, you don’t necessarily need an SEO Specialist or a Copywriter to achieve your goals.

In the digital sector there are really many professionals you have probably never heard of, I will mention a few:

  • SEO Specialist
  • Copywriter
  • UX Designer
  • Marketing Manager
  • Data Analyst
  • Web Designer
  • IT Manager
  • Developer
  • CRO Specialist
  • SEM Specialist
  • Social Media Manager
  • Content Manager
  • Graphic Designer
  • Ecommerce Manager
  • Digital Sales Manager
  • Inside Sales
  • Automation Manager
  • Growth Hacker

And there are others. Each has a very precise verticality.
Do you want to hire them all?
On the nose I don’t think it’s a good idea.

On the other hand, it is an excellent idea to hire a single Digital Leader who can map the way forward by identifying the necessary figures to be hired or to be hired externally.

This figure is the Chief Digital Officer I am talking about in this interview.

And internally?


It is vital to have people inside the company who follow digital projects with interest.

In fact, these people can transmit their knowledge of the company, their real experience, to the professionals.

This is a very important aspect, digital must in fact be a means to amplify and improve real business aspects.
These people are your secret ingredient in making digital projects work, have the right shape and – very importantly – can act as a bridge to transfer digital culture to other employees as well.

Normally when we start working with companies we look for this figure right away.

They are Sara, Simona, Lucia, Alessandro, Noemi, Marco … precious people who participate in the calls with us and the rest of the team, they are internal spokespersons of what is happening also answering difficult questions from colleagues such as “but I was so fine first, why do I have to change this passage? ”.

Usually they are young people (of real or perceived age) with at least a few years of work in the company, they know almost all the business processes because they are the ones that are usually called by everyone when it is necessary to make an extraction from the management system.

They are the ones who sigh when they are included in a thousand projects but basically they like to do it because they have always had a predisposition to make things work and even if they have not immediately the solution, they know where to find the answer.

Here, you must have one of them because it will make everything more real.

Instead, we are the ones who put their heads and experience (digital and business) to direct and coordinate. We show you what to do, we get angry when things don’t go well, we look with some pride as people grow and turnover increase.

Our Chief Digital Officers come from large consulting firms, major entrepreneurial experiences, startups, traditional companies, family businesses, businesses that work, companies that don’t.

We know you want to go digital to grow and we share the challenges with the company. Our sustainable model is based on this, do you know that?

Set up a call here to talk about it with me, you choose when


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