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The digital race has begun - It is no longer a question of whether companies will digitize their operations, but how they will do it

Source: eKapija

Wednesday, 19.11.2025.

23:21

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(Photo: Shutterstock.com/StudioProX)

Digital transformation is no longer a matter of choice – it is an inevitability. The question is not whether the company will digitalize its operations, but when and how it will do it. The essence of the transformation is reflected in two key dimensions: customer orientation and modernization of internal processes.

This is exactly what practical digital transformation looks like, from Data Foundation concepts to experiences from small and medium-sized companies - was discussed at the panel "Digital transformation - where we are and where we need to be", held as part of the Montenegro 2025 Economy Conference in Budva. The panel was moderated by Darko Ivanovic, a member of the DigitalDen Executive Board.

Isidora Grgur, a consultant at Google, emphasized that the digital maturity of internal processes directly affects the approach to marketing. Her experience from the UK shows that companies that invest in process digitalization achieve better efficiency and measurable results.

- There are two approaches to digitization. One is user-facing – how to make life easier for customers and build a strong online presence. The second is the digitization of internal processes. In the region, we often focus only on the first, but the true strength comes from the optimization and digitization of internal processes - Grgur said.

She adds that she has worked with companies on both aspects, and that it is necessary to understand the difference between them:

- Digitization is not just software implementation - it is a change in mindset, business culture and procedures. It takes a long time, but it brings long-term benefits.

When asked if companies are aware of the necessity of digitization, she pointed out that they are, but that the sense of urgency is often missing.

- I am constantly thinking about the thesis about the transition from capitalism to techno-feudalism. It may sound abstract, but it is interesting that the focus of everything we are talking about is how to maximize the current state of the economy and capitalism, and in fact, everything that happens online is on a completely different level in the world.

Jure Jeraj, CEO of Result, emphasized that the digitization process is deeply connected to three key areas: processes, decision-making and productivity. He also states that processes must be optimized and automated, made digital.

- Optimization and digitization of processes enables better decisions, reduces costs, increases profitability and opens up space for the development of new products and services - he states.

He says that it is not crucial to have the best technology, but to understand and manage processes in order to have relevant data.

- When you don`t have to compete in the global market, it`s easy to forget the importance of constant progress. And in fact, everything is in the processes, in small, deliberate steps that should be implemented consistently. When you have data and know how to use it, you can make better decisions, reduce costs, increase revenue, and therefore profitability and added value. Unfortunately, this added value is often lacking in our region - Jeraj said.

The executive director of the company Logate, Ivica Tatar, reminded that the digital transformation in Montenegro has been going on for two decades, but that resistance to change is still the biggest obstacle.

- People become accustomed to processes that are no longer efficient. The first step of digital transformation is definitely a change of mindset - Tatar believes.

Another problem is the price of digitalization.

- Small companies find it difficult to allocate funds and thus limit the quality of the solution. On the other hand, large organizations are more willing to invest in standardized processes that bring real value - he said.

(Photo: eKapija)

Also, he adds, there is a lack of IT literacy.

- Much more education is required - not only through institutes and centers, but systemically. We must understand once and for all that IT is not a threat, but a tool - Tatar points out and states that throughout history there have often been big stories about tools that will change our lives.

- Nevertheless, after the dust settles, in the end, quality solutions that really help remain - he added.

Speaking about artificial intelligence, Grgur stressed that AI is not new, but that it is now - for the first time - available to everyone.

- Here, too, we have a different approach with large corporations and small and medium-sized enterprises, where I try to dispel the myth that digitalization is very expensive, complicated and terrible - she said.

She also cited the example of a travel agency from Great Britain that she worked with.

- Their previous process was based on video and phone calls, therefore slow and ineffective. We have introduced a simple online form that sales can download within 24 hours. It`s not revolutionary in itself, but what changed the business was the standardization of the process: data is stored in one place, and customers are classified according to the likelihood of purchase - she said.

This allowed marketing, sales, operations and arrangement creation to finally work together, through the same CRM. AI is then used to feed the data back to the advertising systems (Google, Facebook…) so that money is spent on users who bring a measurable return, not just on viewability.

- That`s how business scales, not just survives. Cost per user is reduced, investment is optimized and stable growth is enabled. But all of that requires a change in the way of working and mindset in sales, operations, marketing - in the entire organization - she points out.

In the digitization process, patience and persistence are also important, Ivica Tatar believes.

- Digital transformation does not mean only imposing new tools, but also constantly convincing clients that these tools will really improve their business. It`s not easy, because we often talk to people who run their own businesses and have outdated processes or lack of staff. That`s why patience and perseverance are very important in this business. Trust also, it is important that you always have at least one person who believes in you - he says.

Grgur adds that digital transformation is, among other things, the sale of ideas.

- We have to ask the interlocutors what their key metric is. Once we know that, we can easily show them how the tool solves that particular problem.

It is crucial, she says, to think several steps ahead.

- Results that will be seen in the future arise from the decisions we make today.

The interlocutors agreed that digital transformation is not just technology – it is a way of thinking. The beginning is difficult, but possible with a combination of trust, education and synergy of all sectors. Change is inevitable, and openness to innovation is the only way to compete in the digital age.

It was also emphasized that small and medium-sized businesses are the backbone of the economy, and that they should be enabled to develop through support, funds, grants and a strong startup ecosystem. Slovenia is cited as a positive example, which has a Ministry for Digital Transformation, developed international cooperation and active policies that encourage both the private and public sector to apply digital solutions. This creates an environment in which innovation can bring real results.

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