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Don’t Get Disrupted: How to Assess Your Digital Fitness

Are you digitally fit

As new technologies emerge and customer expectations continue to evolve, will your organization have what it takes to survive the next wave of digital disruption in your industry?

While product differentiation and competitive advantages are crucial, sometimes they aren’t enough to prevent a disruptive business from acquiring customers and owning the market. Just take a look at the retail industry. Brick-and-mortar stores continue to close at a rapid pace in favor of eCommerce giants -- with up to 10,000 stores expected to shut their doors this year, according to an article by Business Insider.

To stay ahead of disruption, organizations are investing more in digital to reinvent their businesses and develop new opportunities. DocuSign is a great example of this; the e-signature giant completely disrupted the legal industry by providing a digital alternative for sending and signing agreements. DocuSign continues to reinvent its customer experience. With the help of Acquia Lift and Drupal CMS, it built a personalized digital experience for its web visitors through a unified digital platform. In only four months, DocuSign saw homepage engagement increase 89 percent.

Companies like DocuSign with a digital-first mindset expect disruptions in their industry and continue to take pulse checks on the market and competition. These companies recognize that digital transformation isn’t a “one-and-done” deal, but rather a long-term business strategy and ongoing investment in people, process, and technology.

Measuring how digitally fit your organization is can be one way to review your company’s readiness for digital transformation success. When thinking about your digital fitness, where is your business now and where do you want it to be six months from now? One year from now? Or even five years from now? Establishing a plan of where you want to go on your digital journey will help you to stay on track to the finish line. Here are a few key aspects consider:

Organizational mindset and people

Digital success requires a change of mindset in the organization from what once was to what’s possible. Your digital strategy should be part of your overall business strategy, not an add-on. To create an engaging digital experience that has lasting effects for your customers, your transformation must have cross-functional business impacts throughout the organization -- from development to IT to marketing, among others functions. Outline which teams should be involved in planning next-gen digital experiences for customers and what skillsets are needed to drive success in your vision. Across business, marketing and IT, do you have the right people with the right skillsets and resources to be successful? If there are gaps, plan early so you can meet your requirements.

Process and strategy

When it comes to building your strategy, first, really think about what your customers want, what your teams want to achieve, and what those experiences should look like. Do your marketing and commerce teams strive to create digital experiences that engage your customers across new channels like mobile, digital signage or conversational interfaces? Or, are they interested in personalizing those experiences to deliver the right content to the right people at the right time? Or rather, does your organization broadly want to scale its digital initiatives across multiple brands, sites and regions to ensure brand consistency and rollout new experiences faster with a level of governance and control? Think about the goals of your strategy now and for the future, and how you will be able to meet them. You may need to align internal processes and resources to support your strategy and make changes along the way so you can move from concept to reality easily.


Once you’ve planned and outlined a strategy, decide on what digital technologies you need to help deliver it. The right technology will help your digital team execute their vision and drive meaningful customer experiences. Complete an evaluation of your current technology stack and the capability requirements of the digital teams who will be involved in your transformation. Will your current technologies help you meet your strategy goals? Or will you need to evaluate new technologies to help you deliver initiatives like multisite management, personalization, or agility? Measuring how digitally fit your organization is will help you plan for your current needs and future targets.

Across business, marketing and IT, outline an onboarding plan for foundational technology like a digital experience management platform to help you quickly develop, deliver and manage customer experiences. This requires a flexible, cloud-based digital experience platform that can scale to support digital initiatives from one site to hundreds of complex personalized experiences across the customer journey. Your digital experience technology partner should be able to help you along the way in both your strategy and the implementation journey.

Digital transformation is an ongoing endeavor. Those companies that are quick to to embrace change and adopt new digital mindsets, strategies, and technologies to support the future experiences their customers demand will be successful in their digital customer journey and drive impactful business results long-term.

Continuing to measure how digitally fit your organization is when it comes to planning, executing and improving digital initiatives will help you stay ahead of the ever-changing digital landscape and better serve your customers.

At Acquia, we want you to be successful in your digital customer journey and we understand what it takes to get there. Reach out to us and we’ll help you identify the strengths and weaknesses in your digital strategy and help you get fit. You can also take our digital fitness assessment to benchmark your organization’s digital fitness levels and get recommendations to stay in shape and running ahead of the market.

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