# EVOLUTION, NOT REVOLUTION: Digital transformation today Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2021-08-25 Category: TECHNOLOGY Category URL: https://financedigest.com/category/technology Meta Title: Unlocking the Essence of Digital Transformation in Meta Description: Discover insights from Martin Biggs, VP of EMEA at Spinnaker Support, on navigating digital transformation in today's rapidly evolving landscape. URL: https://financedigest.com/evolution-not-revolution-digital-transformation-todayhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/graphicstock-smart-city-with-smart-services-and-icons-internet-of-things-networks-and-sbi-301985679-2-1736837971572-compressed.jpg) _By_ **_Martin Biggs,_** _Vice President and General Manager of EMEA, Spinnaker Support_ **COVID-19 has accelerated the imperative for digital transformation. But what does this really mean in today’s world? We get the inside line from Martin Biggs, Vice President and General Manager for EMEA at Spinnaker Support – A global software support provider.** Although it may seem like a 21st century phenomenon, the roots of [digital transformation](https://www.financedigest.com/digital-transformation-for-the-world-of-finance-the-rise-in-collaboration-tools-and-saas-applications.html "Digital transformation for the world of finance: The rise in collaboration tools and SaaS applications ") can be traced back to 1947, when the first working transistor was invented. Since then, every aspect of our lives – the way we work, play and function on a day-to-day basis – has been [digitally transformed](https://www.financedigest.com/world-class-finance-digital-transformation-and-analytics-based-decision-making-among-key-imperatives-for-creating-finance-agility.html "World-Class Finance: Digital Transformation and Analytics-Based Decision Making Among Key Imperatives for Creating Finance Agility"). Today, we have reached the point where almost everything we do involves some element of [digital technology](https://www.financedigest.com/you-cant-get-faster-than-that-spring-statement-update-delivered-digitally-as-it-happens-with-app-driven-technology.html "‘You Can’t Get Faster Than That’ – Spring Statement Update Delivered Digitally As It Happens with App-driven technology"). So, when we’ve already come so far in terms of [digital transformation](https://www.financedigest.com/5-key-takeaways-from-the-finance-sectors-digital-transformation-revolution.html "5 Key Takeaways From the Finance Sector’s Digital Transformation Revolution"), why are so many businesses still daunted by the prospect? **Pressure, promises and purpose** In our post-COVID-19 world, there’s a real urgency around the [digital transformation messaging that businesses](https://www.financedigest.com/3-reasons-why-businesses-get-stuck-at-the-starting-gate-of-digital-transformation.html "3 Reasons Why Businesses Get Stuck At The Starting Gate Of Digital Transformation") are being bombarded with. Expert articles exhort the need for change. Scientific papers push new technologies. Software vendors promise the world. This can be stressful and confusing. At Spinnaker [Support we regularly talk to business leaders who are feeling under huge pressure to make wholesale digital](https://www.financedigest.com/fintechs-support-of-ukraines-digital-businesses-can-be-used-as-blueprint-across-the-world.html "Fintech’s support of Ukraine’s digital businesses can be used as blueprint across the world") change without fully understanding the business objectives. The result? They embark on digital [transformation programmes that involve a mass of activity but deliver little real value](https://www.financedigest.com/2021-predictions-realising-the-value-of-payments-transformation.html "2021 Predictions: Realising the Value of Payments Transformation"). Before beginning any [digital transformation](https://www.financedigest.com/redefining-the-human-touch-with-data-driven-digital-transformation.html "Redefining the human touch with data-driven digital transformation"), you need to be absolutely clear about its purpose. How will it help you make the most of technology, people and processes? As a result, how will it [improve your business’s](https://www.financedigest.com/improve-your-business-while-saving-the-planet-and-your-back-with-easycat.html "Improve your business while saving the planet and your back with EasyCat") efficiency, collaboration and interconnectivity? [Digital transformation](https://www.financedigest.com/how-digital-is-transforming-finance-in-2023.html "How Digital Is Transforming Finance in 2023") can be fantastic: but it has to be purposeful. **A journey, not a destination** It is time for businesses to [pause and take stock](https://www.financedigest.com/stocks-dollar-pause-ahead-of-powell-biden-speeches.html "Stocks, dollar pause ahead of Powell, Biden speeches") of their approach to digital transformation. The first thing to acknowledge is that in our world of constant change, [digital transformation](https://www.financedigest.com/making-sure-that-finservs-digital-transformation-doesnt-mean-digital-exclusion.html "Making sure that FinServ’s digital transformation doesn’t mean digital exclusion") is a journey, not a destination. Just 15 years ago, Netflix was a DVD postal service and Skype was all the rage! The best we can hope for is to be as digitally up to date as possible. In light of this, stand back and take a clear-sighted look at what you’re already doing. Do all your existing [digital programmes still serve the need](https://www.financedigest.com/what-banks-need-to-do-right-now-to-improve-their-digital-services-without-sacrificing-security.html "What Banks Need to Do Right Now to Improve Their Digital Services Without Sacrificing Security ") for which they were commissioned? Letting go of pet projects can be painful, but it’s important to recognise when they’re past their sell-by date and stop tying up budgets needlessly. Next, identify the [business benefits](https://www.financedigest.com/does-the-cloud-benefit-modern-business.html "Does the Cloud Benefit Modern Business?") you particularly need to achieve at the moment. How can [digital transformation](https://www.financedigest.com/managing-the-cost-of-digital-transformation-with-saas-optimisation.html "Managing the Cost of Digital Transformation with SaaS Optimisation") help you to: - Meet your customers’ expectations better? - Improve [collaboration and ways of working across the business](https://www.financedigest.com/5-ways-cfo-and-cio-collaboration-can-benefit-the-business.html "5 Ways CFO and CIO collaboration can benefit the business")? - Deliver new data insights to improve your decision making? Finally, make sure you [consider and factor in the full](https://www.financedigest.com/frances-schneider-considers-full-buyout-of-aveva.html "France’s Schneider considers full buyout of AVEVA") implications of what you’re doing. Ultimately, it is _people_ who deliver business benefits, and they will only do so if they are on board with what you’re doing. Be ready to support the [technological change](https://www.financedigest.com/how-technology-has-changed-our-lives.html "How Technology has Changed Our Lives") by investing in and updating processes, operations, organisational structure and equipment. **Software solutions** Which just leaves the technology itself – after 20 years in the software industry, my particular preoccupation! Make poor software choices and your [digital transformation](https://www.financedigest.com/future-of-finance-2023-digital-transformation.html "Future of Finance 2023: Digital Transformation") is doomed to failure, regardless of the quality of the people and processes you put in place. Many companies I speak to approach [digital transformation](https://www.financedigest.com/digital-sales-transformation-is-key-to-faster-higher-revenue.html "Digital sales transformation is key to faster, higher revenue") as if they have a blank sheet of paper. In fact, most have already made huge [investments in IT and are running perfectly](https://www.financedigest.com/liverpools-new-chinatown-perfectly-positioned-for-property-investment-this-chinese-new-year.html "Liverpool’s New Chinatown perfectly positioned for property investment this Chinese New Year") effectively on existing technology. If solutions work, are secure and familiar, it is senseless to upgrade them for upgrade’s sake. Keep software that’s working for you and supplement it with mix-and-match [solutions that build](https://www.financedigest.com/meet-tilak-joshi-the-fintech-ceo-building-modern-solutions-for-the-gig-economy.html "Meet Tilak Joshi: the fintech CEO building modern solutions for the gig economy") on your current systems. Take time to look at alternative software publishers and service providers. There’s growing investment in the open source software market and there are some extraordinarily high-quality products out there. Don’t allow yourself to be railroaded by the big software players and don’t be scared to break [away if the benefits are clear](https://www.financedigest.com/turkey-clears-away-rubble-from-earthquake-rescue-efforts-wind-down.html "Turkey clears away rubble from earthquake, rescue efforts wind down"). Opting for third-party software support is a great example of this; [customers often aren’t aware that moving away from the vendor’s](https://www.financedigest.com/online-marketplaces-embracing-embedded-finance-to-benefit-both-customers-and-vendors.html "Online marketplaces: embracing embedded finance to benefit both customers and vendors     ") support service is an option, let alone that it can result in 60% cost savings. Savings like these can be reinvested in targeted [digital transformation](https://www.financedigest.com/the-future-of-fintech-forging-ahead-with-digital-transformation.html "The future of fintech: Forging ahead with digital transformation"), creating business benefits and more profit, for reinvestment in other projects. Finally, be wary of vendors creating ‘walled gardens’ – software environments that tie you into a range of products and services. A one-size-fits-all proposition may seem an easy, cost-effective option, but in the long term you could pay heavily both financially and in terms of lack of choice. Enlist the help of licensing experts to double check that you’re not [signing away your rights or being coerced into meeting](https://www.financedigest.com/emirati-fm-meets-syrias-assad-in-damascus-in-further-sign-of-thawing-ties.html "Emirati FM meets Syria’s Assad in Damascus in further sign of thawing ties") unlawful demands. Caution at the outset will pay dividends down the line. **_About Author:_** Martin Biggs [joined Spinnaker Support](https://www.financedigest.com/seenthis-joins-ad-net-zero-uk-and-supports-drive-in-the-us.html "SeenThis joins Ad Net Zero UK and supports drive in the US") in January 2020 and is responsible for sales and operational management across Europe, the Middle East and Africa. Spinnaker is a [leading global provider of third-party software support for mid-sized to FTSE](https://www.financedigest.com/ftse-100-opens-higher-informa-leads-gains.html "FTSE 100 opens higher, Informa leads gains") 100 global enterprises. It specialises in providing Oracle and SAP customers with more responsive, comprehensive and affordable [Support services](https://www.financedigest.com/bny-mellon-strengthens-support-for-treasury-services-clients-in-germany-with-appointment-of-gungor-taner.html "BNY MELLON STRENGTHENS SUPPORT FOR TREASURY SERVICES CLIENTS IN GERMANY WITH APPOINTMENT OF GÜNGÖR TANER") for their enterprise applications and technologies. Martin’s role at Spinnaker builds on a long career at IBM, where he was responsible for establishing its third-party enterprise support [business and developing service business units spanning networking](https://www.financedigest.com/the-new-wifi-how-private-5g-networks-could-revolutionise-business.html "The New WiFi? How Private 5G Networks Could Revolutionise Business"), security, resiliency, managed infrastructure, and IT support and maintenance. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---