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Digital Transformation

How Collaboration Tools and Strategies Can Align Organizations with Business Objectives

About This Report
Businesses struggling to align company objectives and employee behavior with digital transformation efforts should read this report to learn about goal-setting methodologies, collaboration tools and best practices for implementing these platforms.
Table of Contents

Executive Summary

It can be easy for businesses to get lost in the grandeur of digital transformation. The end goal is usually sexy, exciting and often involves a shiny new piece of technology. However, getting to that place requires a lot of heavy lifting internally. Companies must remember that communication should be transparent from the start, and collaboration is key to reach that transformation aspiration.

Why are companies investing in digital transformation?

Digital transformation enables businesses to focus on their future goals in a digital-first world. Evolving customer preferences, increased competitive pressure or declining business performance are common reasons why companies see the need to implement digital transformation efforts. Nearly eight in 10 companies in the US are in the process of doing so, according to AppDirect.

Why should companies adopt collaboration tools?

Collaboration is necessary for digital transformation to foster employee productivity and increase transparency; many companies look to collaboration tools help streamline that process. But before investing, companies must first consider what problems they are trying to solve, and whether the solution can address that need. Successful implementation hinges on having clear objectives and use cases from the start.

What are the main types of collaboration tools?

We have identified six different types of collaboration tools: messaging, internal social networks, intranet, video conferencing, project management and employee databases. This report will define all six and delve into how companies from a variety of sectors have implemented them to reach their transformation and collaboration goals.

How should businesses align their employees around digital transformation strategies?

Executive sponsorship is needed to align organizations and their employees around digital transformation efforts. Often, employees and their day-to-day work can be forgotten in this process which is a mistake. In order to make goals transparent, companies can implement businesswide, goal-setting methodologies to align all levels of the organization. Other firms might restructure their company to bring different business functions closer together.

How should companies plan for change management?

Simply selecting a collaboration tool isn’t enough. Companies need to implement a change management strategy that should include an enterprise rollout plan, training and an assessment of corporate culture.

WHAT’S IN THIS REPORT? Businesses struggling to align company objectives and employee behavior with digital transformation efforts should read this report to learn about goal-setting methodologies, collaboration tools and best practices for implementing these tools.

KEY STAT: A lack of the right tools, internal politics or cultural resistance, and the lack of a formal strategy or plan, are all challenges to digital transformation efforts for US and UK firms, according to May 2018 research from Vanson Bourne.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

25expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Aligning Your Company Around Digital Transformation Goals
  3. Taking a Look at Collaboration Tools
  1. Collaboration Requires More Than a Tool: It Needs Change Management
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Madhur Aggarwal
Senior Vice President, Digital and Experience
Interviewed January 24, 2019
Kipp Bodnar
Interviewed January 18, 2019
Bill Borrelle
Pitney Bowes
Interviewed January 24, 2019
Scot Carlson
Reprise Digital
Global Head of Business Transformation
Interviewed January 9, 2019
Andy Cocker
Infectious Media
Co-Founder, COO
Interviewed January 17, 2019
Guibert Englebienne
Co-Founder, CTO
Interviewed January 22, 2019
Daisy Hernandez
Global Vice President, Product Management, Enterprise Collaboration
Interviewed January 22, 2019
Chris Jacob
Director, Product Marketing
Interviewed January 15, 2019
Milan Jain
Principal Digital Marketing Manager
Interviewed January 16, 2019
Charlene Li
Founder, Principal Analyst
Interviewed January 14, 2019
Josh Mueller
Dun & Bradstreet
Interviewed January 15, 2019
Siara Nazir
Head of Digital Marketing
Interviewed January 11, 2019
Ikechi Okoronkwo
Managing Director, Senior Partner
Interviewed January 14, 2019
Tod Rathbone
Managing Director, Digital Transformation
Interviewed January 16, 2019
Lisa Schneider
Chief Digital Officer
Interviewed January 18, 2019
Dominic Siano
Executive Digital Strategy, Full Stack Marketing Transformation
Interviewed January 11, 2019
Dan Strode
Global Director, Human Resources, Culture and Strategy
Interviewed January 28, 2019
Robert Tas
McKinsey & Company
Interviewed January 15, 2019
Bryan VanDyke
Digital Unbound
Principal, Digital Transformation
Interviewed January 11, 2019
Greg Verdino
Verdino & Co.
Managing Partner, Content Strategist
Interviewed January 11, 2019
Shereta Williams
Interviewed January 24, 2019
Priest Willis
Senior Manager, Global Performance Partnerships
Interviewed January 12, 2019
Salah Zalatimo
Chief Digital Officer
Interviewed January 15, 2019
Katrin Zimmermann
TLGG Consulting
Managing Director, The Americas
Interviewed January 11, 2019
Drew Ianni
M2 Events, LLC
Founder, CEO, Group Event Chairman
Interviewed January 11, 2019


Jillian Ryan


Ross Benes
Senior Analyst
Lauren Fisher
Principal Analyst
Tracy Tang
Senior Researcher
Peter Vahle
Forecasting Analyst
Debra Aho Williamson
Principal Analyst
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