The digital skills gap

One of the big challenges I encounter in my efforts to enable the Integrated Planning System is that existing staff often do not have the skills required to implement the steps.

Even if there was budget for agency resources, many of the tasks involved cannot be effectively delegated to an agency, because that generally adds to the silo effect (as opposed to having one integrated team focussed on the client experience for each constituency segment). This becomes troublesome if:

1. the agency is not an integrated part of the team throughout the process of planning, implementation and iteration, or
2. multiple agencies are competing for budget by recommending engagement tactics that fit into their capability areas (rather than contributing to a neutral planning process based on Steps 1 & 2 of the Integrated Planning System).

 

My experience is that this digital skills gap is pervasive around the world. At IBM, this is something we work to address internally as we have many internal experts. I recently met with Patty Keegan from Digital Chameleon, which helps
companies mainstream digital knowledge & skills across their business. It was interesting and validating to learn that many organisations in Australia are going through the same challenges I have been working to address through the internal Digital Strategy Enablement program at IBM.

Patty was recently interviewed on Sky News about the digital skills gaps in Australia. I thought you may find this interesting.

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[Cairns]

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