To keep pace in the digital marketplace, businesses are adapting more and more technology into traditional operations and service offerings.

 

What businesses either already know or are discovering is that integrating technology into the business is only a half measure.

 

To fully leverage technology for both business value and competitive advantage, the business must be integrated into the technology.

 

The people on the business side are adapting to technology as it permeates how they do their jobs.

 

Are the people on the technology side adapting to the business?

 

Historically speaking, no.

 

To succeed within an expanding digital marketplace, that answer must be a resounding "yes".

 

The speed at which both business and technology are advancing is leaving the legacy of Information Technology behind.

 

Digital Businesses need technical people who understand the business; who behave like business people; who can productively engage with the business so that they can translate analog business requests into digital business solutions that will enable the potential of the business.

 

Digital Businesses need Digital Business Professionals.

 

Legacy training programs, performance reviews and/or individual development plans have their place; but, the most efficient and effective way to realize value from technology is to develop the individuals, the leadership and the team so that rather than having IT on-site, the business has Digital Business Professionals on-staff, motivated and capable of enabling the business.