Like any strategy, there are more ways to find pitfalls than success. The first step in planning is to clearly articulate the overall strategy in a way that is easy to understand at all levels of the organization.
The second step is to break the strategy into S.M.A.R.T. goals -- goals that are Specific, Measurable, Achievable, Realistic, and Time-based. The best digital strategy that is poorly executed will fail. A mediocre digital strategy that is well-executed is more likely to succeed.
We highly recommend outside facilitation with your leadership in planning your digital strategy. Getting out of the office and into a facilitated environment improves both organization and efficiency. Outside facilitators can sometimes see things your team can’t see and can often bring fresh perspectives by seeing the forest and not the trees.
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As web development evolved, it separated into logical specialization: front end web development and back end development. While back end development involves the server-side development, front end is the final rendering.
Here is a short answer: Digital strategy can be created internally or externally (with the help of outside partners). Internally, depending on how big your organization is and how transformative your strategy is, the costs could vary greatly.
How do I create, organize, and write a digital strategy?
Nearly every time, good execution outperforms good ideas. For the most effective execution, it's essential to have a strong underlying strategy. Try organizing an offsite multi-day retreat with a facilitator.