CIOs Cede Digital Transformation Ground To CMOs - InformationWeek

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8/6/2014
10:45 AM
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CIOs Cede Digital Transformation Ground To CMOs

With a majority of businesses realigning technology and business this year, CIOs must step up and assume an active role, according to Altimeter Group research.
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Kristin Burnham
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Kristin Burnham,
User Rank: Author
8/10/2014 | 8:09:28 PM
Re: I'm not sure what "digital transformation" really means
@Doug Where businesses go wrong -- especially with social -- is adding because it's "something they should do." If there's no plan, no strategy, it's bound to fail. Like you said, it all needs to have meaning.
SaneIT
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SaneIT,
User Rank: Ninja
8/8/2014 | 7:21:56 AM
Re: I'm not sure what "digital transformation" really means
I get the feeling they think they will like the fancy new paint job but when they start going through the process they realize that they are still limping down the road in clunker.  I'm sure some executives only care about how they look and how the company looks but a smart executive is going to care if they can keep the company moving down the road in the long term.  I'm not against corporate branding or re-branding but it should not be the thing you look to if the health of the company is your concern.
kbannan100
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kbannan100,
User Rank: Strategist
8/7/2014 | 10:41:23 PM
Great line
"We had learned in other research that businesses small and large tend to suffer from shiny object syndrome, meaning they consider tech first and strategy second." This is so true, and when you bring in projects that are redefining IT and the operating model at the same time strategy has to come first.  

--KB  http://bit.ly/1iMdSE5    
BrianS640
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BrianS640,
User Rank: Apprentice
8/7/2014 | 10:05:45 AM
Re: CIO/CMO
Among more advanced companies on this front, we heard just that...CMOs/CIOs are indeed partnering up. This was detailed in Part 1: http://www.altimetergroupdigitaltransformation.com/ Cheers!
ChrisMurphy
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ChrisMurphy,
User Rank: Author
8/7/2014 | 9:13:09 AM
Re: I'm not sure what "digital transformation" really means
You won't get digital transformation if it's only the CMO driving this change. You need every executive looking at their role and asking "how do new digital channels change what we do and should do?" Look at John Deere's implementation of remote, wireless diagnostics of tractors and trucks -- that takes engineering and product managers making that digital element part of the development cycle, it takes customer service re-thinking how they interact, it takes the channel (dealers) having to respond differently, it takes IT crafting a different relationship with product managers. Marketing is only one slice of that change.
Laurianne
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Laurianne,
User Rank: Author
8/7/2014 | 8:36:21 AM
Re: I'm not sure what "digital transformation" really means
@Sane IT thanks for chiming in, and unfortunately, some CEOs love fancy paint jobs at face value.
SaneIT
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SaneIT,
User Rank: Ninja
8/7/2014 | 7:07:48 AM
Re: I'm not sure what "digital transformation" really means
@D. Henschen, I am right there with you.  I see a lot of the transformation being a very surface level effort.  It takes money to paint a picture big and bright enough for the world to see so I can understand where the figures come from but I don't see CMOs doing much process change which is where the real transformation takes place.  I think we're going to see a bunch of companies driving around with fancy paint jobs and no brakes in the coming years.
D. Henschen
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D. Henschen,
User Rank: Author
8/6/2014 | 10:46:25 PM
I'm not sure what "digital transformation" really means
I think a lot of companies go throught the "digital" motions, adding social, mobile, and big data projects or capabilites, for example, without really changing the way they do business. If it's a thin veneer of digitization, it's all for show. For me it gets down to the level of innovation, business transformation, new products, new services, and new business models that are created. It has to be meaningful, and that's hard to capture in a study.
Laurianne
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Laurianne,
User Rank: Author
8/6/2014 | 1:47:49 PM
CIO/CMO
I wonder what the data would have said if they had an option that said CIO/CMO leading digi biz efforts together -- which is of course the ideal, but more common in tech companies than other verticals. I heard the digital business culture challenge described this way at the recent MIT Sloan CIO symposium: Many businesses are trying to go from caterpillar to butterfly, but they end up just being faster caterpillars.
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