AUTOMATION
Leadership is the real automation engine
Too many businesses still view automation as a procurement exercise rather than a process of organisational change, and the channel has a key role in changing this view, says Marcin Pichur, regional vice president sales (UK, Ireland, Spain, Italy and Poland) at DocuWare.
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A platform won’t magically fix broken processes, outdated habits or siloed decision- making. Having the technology doesn’t guarantee people will use it, let alone use it well.
Mindset over machinery When I speak to customers, I often tell them that they aren’t buying a tool, but a new way of working. That shift in thinking is fundamental. A platform won’t magically fix broken processes, outdated habits or siloed decision-making. Having the technology doesn’t guarantee people will use it, let alone use it well. This is why leadership alignment matters. If management doesn’t design the outcomes they want, fails to reinforce new behaviours, or disengages once the system goes live, the project will falter. The cause won’t be technical limitations; it will be organisational unreadiness. Digital transformation isn’t a moment in time or a task to be completed; it’s a continuous cycle of improvement. The channel has a responsibility to help customers understand this, especially now as businesses reassess their priorities in the wake of the AI hype cycle. The winners will be those who treat automation as strategic transformation, not a software rollout.
For all the noise around automation, AI and digital transformation, the biggest barrier to progress in the UK channel has little to do with technology: the real challenge is mindset. Too many organisations still treat automation as a procurement exercise: buy the tool, run the project, tick the box. But technology alone doesn’t change how a business operates. What leaders are really investing in – often without realising it – is organisational change. And without leadership commitment behind that change, even the most sophisticated automation initiative will stall. This is the uncomfortable truth the channel must confront. You can sell the best platforms in the world, but customers who view automation as a one-off IT purchase will never unlock the value they expect. The companies that succeed are the ones that start with the outcome. They define the improvement they want to see, align leadership around it, and measure progress relentlessly. Automation becomes the enabler rather than the objective.
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Marcin Pichur
start.docuware.com
CONTINUED
printinthechannel.co.uk
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