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Talent :Attracting, Growing, and Keeping the Best
Paul Miller, ex-VP and President, Global Ecommerce, Innovation, and Big Data, W.W. Grainger
Agenda
▪ Introduction
▪ Ecommerce/digital talent gap
▪ Organizational framework
▪ Skills/competencies
▪ Agile teams
▪ Key takeaways
“ Culture eats
strategy for
breakfast ”
A strong digital commerce team member must contribute
additional skills for the success of the team
More than half of organizations still face a shortage of digital talent and say it affects their competitiveness
Source: Capgemini Digital Transformation Institute survey, Digital Talent Gap
So
ft d
igital skills
Source: Capgemini Digital Transformation Institute survey, Digital Talent Gap
Percentage of
organizations that
acknowledge that
demand for soft
digital skills is HIGH
and percentage of
employees who are
proficient in that
soft digital skill.
Hard
dig
ital skills
Challenges that prevent organizations from bridging the digital talent gap
Source: Capgemini Digital Transformation Institute survey, Digital Talent Gap
ORGANIZATION
Right skills, right people, doing the right
things at the right time – and working together with shared objectives and accountability under clear leadership
Narrowing the Digital Talent Gap
• Attracting Digital Talent • Align leadership on a talent strategy and the unique needs of digital talent
• Diversify recruiting approach
• Developing Digital Talent • Create an environment that prioritizes and rewards learning
• Chart a clear career development path
• Retaining Digital Talent • Give digital talent the power to implement change
• Provide flexible and collaborative ways of working.
Traditional digital commerce teams are falling short
eCommerce
Merchandising
eCommerce
Marketing
eCommerce
Technology
eCommerce
Operations Creative/Art Direction
Catalog Management
Search Marketing
Email/Retention Marketing
Affiliate Marketing
Front-end Development
Site Mgmt / Optimization
Testing / QA
Fulfillment
Customer Service
Web Design
Content / Asset
ManagementTech Project / PMO
Ecommerce
Corporate Functions (Finance, HR, Legal)
Direct-to-Consumer
Merchants Marketing IT Operations
Graphics Design
Photography
Mobile
M-Commerce
Analytics / Reporting
Social MediaStrategic Partner
Strategic Partnership Mgmt
“A” Merchandising/ Business
Unit
“B” Merchandising/ Business
Unit
“C” Merchandising/
Business Unit
Mobile Marketing
Back-end Development
Organizational Performance Framework
STRUCTURE SKILLS RESOURCES ENABLEMENT
What roles do individuals and teams have and
how are they set up in relation to each other as well as to
external forces
What skills and experiences for
high performance do the individuals and teams have to
succeed
How many of each skill or job function
are needed now and in the future
based on business objectives
Having an aligned support structure such as processes and workflow that enable successful results, and the measurement of
that success
Right skills, right people, doing the right things at the right time – and working together with shared objectives and accountability under clear leadership
Multichannel Digital Commerce Structure and Management
Structure: Multichannel oversight, with leadership in key functional areas, providing alignment and functional optimization with in each channel.
Manage and guide performance with multichannel leadership and multichannel specific performance metrics.
13
Skills/Competencies of Digital Teams
Leadership & Site Management
▪ Executive Leadership / CDO▪ Head of eCommerce▪ Head of Omnichannel▪ Site Management▪ Site Optimization▪ Testing / Site QA▪ Mobile Commerce▪ Business Reporting/Analytics ▪ Special Projects/Project Manager▪ Program Management Office (PMO)
Creative
• Creative Director • CX/Usability Design• Mobile Commerce Design• Creative/Web Design• Creative Production• Photography/Video• Digital Asset Management
Marketing
▪ Head of Digital Marketing
▪ Brand Marketing
▪ Performance/Search Marketing
▪ CRM / Loyalty
▪ Email Marketing
▪ Affiliate Marketing
▪ Social Media Marketing
▪ Mobile Marketing
▪ Analytics/Reporting
▪ Editorial/Non-Product Content
Merchandising
▪ Head of Web Merchandising (GMM)
▪ Merchant Planning/Buying
▪ Assistant Planning/Buying
▪ Inventory Management
▪ Catalog Management
▪ Pricing Optimization
▪ Product Content/Copy
Product Management
▪ Product Management
▪ Business Analysis
Technology
▪ Head of Digital Technology
▪ Tech Project Management
▪ Business Systems Analyst
▪ Front-end Web programming
▪ Back-end Web programming
▪ Technical Architect
▪ Database Administrator
▪ Testing / Tech QA
Operations
▪ Head of Digital Operations
▪ Fulfillment Manager/Liaison
▪ Customer Service Manager/Liaison
Roles are Fluid, Teams are Hybrid
FitForCommerce Whitepaper: Setting up your team for digital success January 2017
Taking Inspiration from Agile
A cross-functional, multi-
disciplinary, lean team creates
cohesion across digital commerce
teams while enabling momentum
and speed
FitForCommerce Whitepaper: Setting up your team for digital success January 2017
Adoption of Agile Principles and Mindsets
Enablement of an Agile Org
• Define each areas approach
• Layout shared success goals
• Build iron-clad processes
• Operate in sprints
• Test, iterate, and execute at a
quick pace
Moments of Truth
19
• Could each person write out their role and responsibilities and those of their teammates?
• Is it clear at all times which skills or resources are missing or weak?
• Who has P&L responsibility for ecommerce?
• Who has P&L responsibility for crosschannel?
• Are team members incentivized and enabled to help each other succeed – within and outside the team?
• Does everyone have a responsibility that is a ‘piece of cake’ and one that is a stretch?
• Is recruiting an ongoing responsibility for every manager?
Key Takeaways
• Right skills, right people, doing the right things at the right
time – and working together with shared objectives and
accountability under clear leadership
• A defined digital talent strategy that meets both business
objectives and the needs and preferences of digital talent is
critical for a sustainable and successful digital transformation.
• Embracing a cross-functional, multi-discipline organizational
approach is the logical and proven way to create the necessary
cohesion across the digital commerce team.
