19October 2021CXO INSIGHTS"Latecomers in matters of digitization": This is how more than every second Managing Director or board member in Germany rated his company in January, as a representative survey by the Bitkom industry association illustrates. In order to operate during the Coronavirus pandemic, many of them had to digitize processes literally overnight - without a clear strategy, without clear measures, without clearly defined tasks. The result: the majority of these ad hoc solutions have had to be re-established now that an adapted day-to-day business is once again possible. How can this succeed in the long term, what do you have to consider? Christian Jacob, Head of Marketing at high-speed door manufacturer EFAFLEX, reports during an interview on what it takes to implement digital change not only in one's own, but also in the customer's company.Mr. Jacob, you deal strategically with digitization in medium-sized companies and have developed a model with which you can view the topic holistically. What's behind it?Many companies only deal with the obvious technical aspect of digitization. However, this focus falls far too short; an efficient and sustainable strategy cannot be built solely on this. Digital transformation is far more complex because it affects different dimensions. It is important to look at this first, to bring the findings together and to derive actions from them. Only those who proceed methodically, farsighted and, above all, holistically can take advantage of the opportunities offered by digitization without failing because of the challenges.Which dimensions of digitization have you defined?A total of four pieces: The first covers the social and technological developments related to digitization globally. What happens there cannot be directly influenced by an individual or company. Therefore, in dimension one, the first thing is to gradually define the areas that are relevant to your An interview with Christian Jacob, Head of Marketing, EFAFLEXDigital strategy: Contemplating holistically the future of medium-sized businessesChristian Jacob has been Head of Marketing at EFAFLEX Tor- und Sicherheitssysteme GmbH & Co. KG, headquartered in Bruckberg, since November 2017. His experience in design of marketing and brand-oriented corporate management is based on more than 20 years of leadership experience. In particular, Jacob has long been dealing with the special changes and digitization in medium-sized companies.
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