What we do

Digital transformation in sports

80% of the companies state that digital transformation is a main focus in any form, and it should be yours as well. I’ll define what digital transformation entails, especially within a sports industry, dig deeper into the 3 building blocks and provide you tips on the 5-steps towards digital transformation. 

Digital transformation of sports businesses
Digital Transformation is all about preparing your company, people and processes to meet the ever growing customer needs and innovations. Technology allows us to transform all areas of a business, fundamentally changing how you operate and deliver value you to customers. It’s also a cultural change that requires organizations to continuously question and optimize processes and create an experimental and fail-proof mindset amongst employees. Dealing with barriers and resistance through change management will be a crucial part of any digital transformation projects.
DEFINITIONS

Digital transformation in the sports industry

The future belongs to those who prepare for it today.

Digital transformation definition

“Digital Transformation often refers to the use of new, fast and frequently changing digital technology into all areas of a business, fundamentally changing how you operate and deliver value you to customers. It’s also a cultural change that requires organizations to continuously question and optimize processes and create an experimental and fail-proof mindset amongst employees.”

Digital tranformation in sports

The sports industry continues to face rapid change and innovations on many domains. Robotics, big data quantification of performance and processes, AR/VR transforming the way we experience (e-) sports. All of these innovations require your organization to integrate digital as a key driver of your company in order to stay ahead – or even just survive. Digital transformation will play a crucial role to get your employees and company ahead of these changes. 

 

Driver 1 of transformation

Behavioural change of your people

Change will always encounter resistance in one form or another. Make sure you go through all stages of the behavioral change process when implementing projects and understand the drivers of different employees. 

We always start with departments who are most open to change, and share their wins and positive experiences with other departments to influence behavioral change. – IF you have the choice 🙂 

Change will always encounter resistance in one form or another. Make sure you go through all stages of the behavioral change process when implementing projects and understand the drivers of different employees. 
Automation or innovation will be extremely difficult if no processes are in place - OR clearly defined. This should be one of the first steps you take when implementing digital transformation.

Driver 2 of transformation

Define & finetune your processes

You cannot automate processes which don’t exist. In order for automation to succeed, you’ll have to deeply define what your processes are, which steps you want to automate and where you want your team to intervene or get updates. During a previous project we were automating the sales process for a sportstech company. 60% of the time went to defining when users would enter the sales funnel, when and how many e-mails they would receive before the sales would pick up the phone and reach out directly. 25% went to writing the mail templates and standard responses. Only about 15% of the effort was needed to actually set-up the automations in Hubspot. 

Driver 3 of transformation

Selecting the right platform and tools

What works for one organization might not work for the other. Making the right choice should always start with looking to the future: what are you planning to achieve? Very often, organizations would just implement the cheapest or best tool, without making a mapping of their digital ecosystem and how each tool integrates with each other. Or if you’re not happy about one tool, this one shouldn’t impact your choice either. It also doesn’t make sense to go for the best (and most expensive) option if you’ll only be using 10% of the features. So take a moment to analyze and create a future strategy before jumping into decisions. After that you can start testing quickly and as much as you want. 

A technology which works for one organization might not work for the other. Making the right choice should always start with looking to the future: what are you planning to achieve?

Implementing digital transformation

5 steps to creating future proof business processes

#1

Goals & KPI's

What is the goal you want to reach by implementing digital transformation? 

#2

Analysis & focus domain

What is the current status of technology, processes and people. Which areas offer the quickest wins.  

#3

Buy-in & action plan

Define needs, processes and create buy-in. Assign a project team for the execution. 

#4

Implementation

Assign a digital project maneger to guide the process ànd communicate about milestones & progress. 

#5

Analytics

Measure if KPI’s are met, but also research volume, sentiment and engagement.

Services we offer

Digital transformation

What’s the goal you want to reach and what is the current status of your company across the digital transformation framework. Based on this we create an action plan which is co-created  with – and presented to – the main stakeholders to create buy-in and approval for further execution. 

Marketing and sales automation helps you to scale your marketing and sales approach throughout the sales & marketing funnel. This is the core of the inbound marketing methodology. We will set-up this automation by going through the 5 steps of any digital transformation project: Goals & KPI’s – Audit – Action Plan – Implementation – Analytics. 

When creating or optimizing your role as a global marketing department, you will encounter different needs and questions then local brand managers encounter. Your role will be to launch international process, and share guidelines and best practices across countries. Have gone through this transition, I can help you to set-up the right processes, tools and approach to make this transition go smoothly. 

As people are key, their skills & knowledge need to transform together with the processes and new technologies. I give workshops, trainings & change management to support this growth. 

When transformation is growing your business or changing your processes, you’ll encounter the need for new people, skills or the optimization of processes with agencies. I help companies to select the teams & partners which suit their culture and needs. 

New projects & technologies always require new processes. I’ll help you set-up, test, automate and refine these processes by offering guidelines, setting up tools, and training users. 

Testimonials

Julie combines a very profound digital expertise with pragmatic solutions. She is a very valuable link between our Brand Managers and the digital agencies for all our digital plans. Moreover, Julie is a very nice person to work with. Therefore, I would really recommend Julie for anyone who wants to optimise their digital ecosystem. Looking forward to continue working with Julie for our future plans and for further optimisation!
Lieve Pattyn from EG healthcare about the digital transformation project with Julie - MySueno
Lieve Pattyn
Marketing Director EG
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Julie Vandenhouweele - Marketing Strategy & Innovation expert

 Tel: +32 474 49 24 13 

Email: julie@mysueno.leansights.be