Alignment vs Impact: Why businesses must get a grip of digital

Managers of digital transformation initiatives should ask where does digital strategies ‘sit’ compared with more general business and marketing strategies - where does leadership of the digital agenda actual come from, and is that right?  A new report from Forrester, State of Digital Business 2014 , has revealed major disconnects between the marketing and technology sides of businesses. The survey responses from 1,591 senior business leaders in the UK and US during November 2013 to January 2014,  signals a “digital strategy execution crisis." In the report, 74% of executives report that their company has a digital strategy - yet a ‘digital strategy’ often means something different in each business. What does digital strategy mean to you? It’s often a quick tactical respond - moving spend into digital display ads, re-targeting and email within a CRM programme, search engine marketing. Or is it bigger than that, involving a…