If your business is looking for a complex digital solution for your company, there are a variety of different options. There are many digital solutions that can improve your business operations. These include streamlining administrative processes such as payroll watch, checking several hours of projects, and billing.
However, communicating the value of these abstract capabilities is a huge challenge for sales professionals. This requires new skills, such as the ability to modify the value proposition in response to the different needs.
It is also a matter of understanding of the complexity of a digital solution. It is not unusual for successful solutions to create demand for expanded services, greater personalization and greater variation. Digital businesses face a major problem in navigating this complexity to ensure that they embrace complexity that adds value and stay clear of complexity that does not. Jeanne Ross is a principal researcher at MIT’s Center for Information Systems Research and coauthor of Designed for Digital: How to Design Your Business for Sustained Success (The MIT Press, 2019). She writes a monthly column about digital strategy for Harvard Business Review.