How to make data-driven working succeed

We have already described how data-driven working is a useful and sometimes necessary development for many organizations that want to keep up in the market. And that there is a lot to gain from smartly deploying data in your business processes is hardly news anymore either. So why do so many companies still struggle with data-driven working? Simple: too much focus on the technology. That may sound a bit strange, because a good technical solution is indispensable for working data-driven successfully, right?

Your goal

Yes and no. Of course, the benefits of data-driven working can only be unlocked by applying the right technical tools. But anyone who starts there is actually missing the most important step: your goal. The decision to work data-driven is much more than just an investment in technical tools. And the technology may make your change possible, but it is an illusion to think that nice technical tools will change the way you work. That change starts where your organization revolves around: your business. From sales, operations or production, a clear benefit of data-driven working has to be seen. Because who else are you helping?

IT department

Unfortunately, at many organizations data-driven working is seen as something that 'IT' just has to facilitate, with the result that all kinds of beautiful technical solutions are set up that barely pay off. Of course the IT department likes to work data-driven, and the finance department is often convinced fairly quickly as well. But how much money do you earn that way? Most companies do not earn their money in the IT or finance department. So if you really want to make a difference with your data application, you will have to connect it to your revenue model.

If, as an IT manager, you knock on the door of your sales or production department with your shiny new tool, you won't always be welcomed with open arms. Of course they have an idea of what they would like, what could be better and everything they need. But those things were not right in the old situation either, so why would a new tool solve them now? As an IT manager you naturally take a constructive approach, so together with the business you try to formulate the 'business requirements' to map out their needs.

Unfortunately, that thorough, systematic approach gets stuck. It takes the business too much time, results don't come quickly enough, and the whole data-driven working trajectory loses momentum and inspiration.

What went wrong?

What went wrong? You asked your business a technical question. And your business answered by telling you what they disliked about the current technology. The possibilities of data-driven working were not discussed, and looking at how we could improve the revenue model certainly did not happen.

Starting from the technology unfortunately often results in old wine in new bottles. Or as Henry Ford is said to have put it:

Which is not to say that you shouldn't ask the business what they want, but how you ask is very important. And what you ask about is just as important. If you start by asking what they need from the technology, chances are you will get a list of desired improvements compared to the current situation.

Data strategy

It is important to realize that data-driven working first and foremost requires a change in the way of working. What that change should be is something you describe in your data strategy. You discuss what the possible applications of data in the future of your organization will be, and in what way data can help improve, speed up or simplify processes. In short: how data will help improve or strengthen your revenue model. Only with that application of data as a clear goal on the horizon does it become useful to start talking about the technology required. Not from a tool, but from functionality. Because do you really need all those lists and reports that much? Or can the new way of working also bring some benefit there. Look at your processes anew based on the data you are going to use, and you will automatically discover all kinds of possibilities for further optimization. Only when that entire objective is clear do we look for the right technology to go with it. Based on your new wishes, so that you avoid reconstructing your entire old landscape in a new guise.

And of course after that we really do get to work on the technology. Because that technology is ultimately the only means of making data-driven working possible. But without a goal, even the best tool is unable to make your organization data-driven.

Want to know more?

Curious how we can help you with this process? You can read more about it in our ebook 'Data-driven working' via the link below. Or would you rather have it explained in fifteen minutes? Then watch our data-driven working webinar.