When pitching a transformation initiative to an executive, it's important to collect supporting data before advocating for wider change, according to Chris Jacob, product marketing leader at Salesforce. Outcomes like higher return on investment (ROI) and repeat purchase behavior should be shown as proof as to why the transformation initiative is worth the investment.
Transformation initiatives should be measurable and connected to reliable key performance indicators (KPIs), said Bertram Schulte, chief digital officer of SAP. If the transformation project is likely to be expensive, A/B testing can determine whether the project is worth deploying.
“The executive leadership team is often dealing with several change imperatives at once, so it is important to make your case as to why your program is good for the business,” said Scot Carlson, global head of digital transformation at ad agency Reprise Digital. “For example, saying, ‘We need to improve the customer experience,’ isn’t enough. Go beyond marketing metrics and build the business case that explains how the change will impact the bottom line.”