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By Nieves Rodriguez, Professional Services Sales Lead, Iberica
When businesses embark on digital transformation, they typically aim to achieve specific goals — improved customer experiences, streamlined operations, and, ultimately, increased revenue. However, these results aren’t guaranteed simply by adopting new technology. To truly succeed, organisations must go beyond implementation to achieve value realisation.
Digital transformation projects are a significant investment in terms of time, resources, and budget. Value realisation ensures that these investments pay off by delivering measurable results that align with strategic business objectives. For example, if a company invests in a digital platform to personalise customer experiences, value realisation would mean that this investment results in improved customer satisfaction, higher engagement, and stronger loyalty.
To achieve value realisation, companies need to think beyond technology. Adobe Professional Services plays a critical role in guiding businesses to realise value when implementing Adobe's suite of products. This means turning digital transformation investments into tangible, positive outcomes that make a meaningful difference for our clients.
Our team has led hundreds of transformation projects across all industry sectors, and we’ve identified the following steps as critical factors for success:
The first step to successful value realisation is understanding the company’s digital maturity level. Digital maturity refers to how ready the organisation is to adopt and integrate new technologies effectively. A company with a high level of digital maturity has robust processes, a strong technology foundation, and a culture that embraces change.
Without this, even the most sophisticated digital solutions may struggle to deliver their intended value. At Adobe Professional Services, we work with clients to assess their digital maturity and help them identify gaps. This enables us to tailor our solutions and support to meet their unique needs and ensure they’re set up for success.
The next step in any successful transformation is setting up a strong foundation. This starts with aligning your business objectives and KPIs to the right technological capabilities.
We work closely with clients to map their goals to specific, achievable milestones in their value road map, identifying what we call “quick wins” or “low-hanging fruit” —initiatives that can deliver immediate impact. These early wins are essential, as they provide tangible proof of value while laying the groundwork for more sophisticated functionality.
Digital transformation affects every part of the organisation, from marketing and sales to IT and customer support. Achieving value realisation requires these teams to work together seamlessly toward shared objectives. When silos exist, it becomes challenging to create a unified experience for the customer and realise the full value of the transformation.
For example, consider a retail company implementing a personalisation solution. To provide a seamless customer experience, marketing, IT, and sales must work together to ensure that every customer touchpoint is consistent and personalised. Our experts facilitate this alignment, breaking down silos and encouraging cross-functional collaboration to ensure everyone is working towards a common goal.
Another crucial step to ensure value realisation is ensuring that the organisation has the right knowledge and skills to leverage new digital tools effectively. Technology alone doesn’t create value — it’s how people use it that makes the difference.
Our team provides training and ongoing support to empower your teams with the skills and knowledge they need to maximise the impact of digital investments. From onboarding and training to tailored workshops, we equip our clients’ teams to confidently use Adobe solutions to drive business value.
Value realisation wouldn’t be complete without robust measurement and ROI calculation. We work with clients to define the KPIs and performance indicators that will be used to measure success. These indicators are closely tied to both business objectives and technology capabilities, ensuring alignment from the outset.
Once solutions are implemented, our advanced analytics tools allow clients to track performance on these indicators in real time, identify areas for improvement, and make necessary adjustments over time.
Digital transformation is a continuous journey, and so is value realisation. To realise ongoing value, companies should create a culture of continuous improvement, where teams are encouraged to explore new ways of using technology to achieve better results.
Adobe Professional Services provides a framework for this culture, helping organisations stay agile, innovative, and proactive in maximising their value. Testing and optimisation play a critical role here. For example, if the goal is to personalise customer experiences, we help clients conduct experiments to see how different audience segments respond, refining and improving based on the results.
Adobe’s extensive experience working with diverse clients across industries positions us uniquely to help organisations benchmark their digital transformation efforts against their peers and industry standards. This benchmarking process provides valuable insights into areas for improvement and opportunities for competitive advantage.
By drawing from past experiences with similar clients, we can provide realistic projections that guide each client’s transformation strategy from the outset. This helps organisations set achievable goals and create a clear business case that demonstrates the anticipated ROI of their digital initiatives.
Research shows that many digital transformation projects fail to deliver expected returns, often because companies underestimate the complexity of aligning new technologies with existing processes, people, and goals.
Value realisation is the true measure of digital transformation success. Companies that successfully realise the value of their digital initiatives are better positioned to differentiate themselves, enhance customer loyalty, maintain a competitive edge and drive ongoing improvement and innovation.
With Professional Services by their side, businesses can be confident that they are on the path to sustained value realisation — turning digital ambition into lasting impact. We are here to support our clients every step of the way, from setting clear goals and KPIs to continuously optimising performance and delivering more precise and impactful results with each iteration.