A flexible mindset and the ability to break down the barriers of traditional departments: For example, the company must understand that functions such as marketing have a different role in the digital domain than in traditional marketing.
Digital may co-opt almost every aspect of your organization’s skills and channel them into digital execution.
Incorporate the brand DNA and values, from a traditional marketing standpoint, into your digital identity; acknowledge also that the digital space will open up your brand to new possibilities.
Ability to be agnostic with regards to the source of revenue: it doesn't matter whether revenue is coming from digital or traditional channels -- the goal is accretive growth, whatever its source.
if you want repeat customers in the digital environment, then you need to deliver an ever-changing experience; the digital world demands that you build content for the medium, as a media piece, rather than as a quarterly advertising campaign. You must create content that engages with customers in new media.
Moving into the digital domain means the organization will generally need to be more nimble than it used to be.