What roles are needed for a company to thrive in the Digital Revolution?

The Digital Revolution is upon us.

As organizations start to build out their front office technology there are many different skills and positions that are needed.

The digital jobs that fall under the definition of front office is extensive, and continuing to grow.

A partial but not inclusive list could be:

  • Social media
  • User experience (UX)
  • User interface (UI)
  • Web programmers
  • Graphic designers
  • Data scientists
  • Data analysts
  • Digital business analysts
  • Web analytics
  • SEO
  • SEM
  • Real-time database administrators
  • CRM implementers
  • Programmers.

If you want to be part of a digital department it’s important to keep in mind the purpose of your position to an organization. That position is to increase sales, full stop.  

Sales and revenue are the purpose of the front office.  Some of the skills and positions named above can be used in the back and mid-office of an organization, but if you are in the front office or digital department you are going to be involved in increasing sales.  Let’s take a look at how a few of the above named skills and positions help increase sales.

User Experience


User Experience (UX):  One of the hottest positions on the market right now.  As more shopping (sales) happens online everyday, it has become increasingly important to gain and retain online customers.  User Experience experts are the people that find ways to improve the online shoppers experience from that first click to the last.  It’s an interesting blend of creativity, technology and psychology.


Data Scientists

Data Scientists:  The most mysterious of all positions.  The ability to write algorithms that find relationships in datasets is only usable if it provides actionable insight.
Consumer behaviour analysis allows front offices to better predict what and when consumers are buying. Data science provides the raw information that allows that to happen.


Social Media


Social Media:  One of the easiest to lose purpose with.  Social Media’s most basic use is targeted advertising.  The medium is interchangeable, but the message is what matters, and that message should be designed to increase sales through tactics like:

  • Brand awareness
  • Promotions
  • Improved customer service/interaction
  • Advertising.

Everything you post, pin, tweet and like should be following a strategy that will ultimately lead to increased sales.

Keyboard, clip

Web Analytics

Web Analytics:  The word analytics gets tossed around far too casually when discussing the digital world, and is often confused with data analysis.  Web analytics are all about tracking web traffic.  The concept behind this is: if you better understand where online people are coming from, and where they are going to, you can design strategies to increase capture and reduce loss.

Ultimately the point being: the more online customers spend time on your site the more likely they are to buy.


We will leave it there for now and revisit more of the skills and positions in the future.  Remember, if your position reports to the CMO, CDO or VP of Sales, the value you provide to an organization is in someway related to increasing sales!


Andrew is one of the newest members of Planet4IT, but he brings with him a fresh new perspective.

With one eye on the job market and the other on the IT world, he’s the man to go to for information on how the latest advancements in Data, Digital Marketing and Social Media are affecting business.

Andrew encourages you to reach out to him through not only telephone or email, but LinkedIn and Twitter as well




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