6B Model for Business-Aligned Digital Transformation

Digital transformation is a moving target for most organizations. Firms continue to be primarily focused on their business strategy or they are ahead of the curve on their technology strategy. Only those who find their sweet spot between these two are able to successfully traverse the transformation path. Prior research also indicates many enterprises fail to garner business value from their digital transformation efforts. This article is aimed at dovetailing the strategy and implementation steps through a 6B customer centric model. It provides a framework that can be leveraged by any organization that seeks to measure its business performance and strengthen its competitive business strategy supported by a well-defined digital strategy, executed through a concerted organizational change management exercise and continuously monitored using a business outcome analytics model. We present specific frameworks for each of these through an illustrative case from practice.