cdo conclave 2016 presentations part 1
Post on 13-Apr-2017
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Ajay Rathi, Meraas Holding
Why the CDO is central to making your business
strategy a digital strategy
Digital is a lifestyle not a Technology
Customers are changing their Behavior faster than firms can Evolve
THE RELEVANCE
OF FACEBOOK
Expectation
THE IMMEDIACY
OF TWITTER
THE INTELLIGENC
E OF AMAZON
THE EXPERIENCE
OF UBER
THE SIMPLICITY OF APPLE
THE CONTENT OF
YOUTUBE
THE OMNIPRESEN
CE OF GOOGLE
Customers expect brands to support their digital life
Firms are re-imagining how they adapt to the customer’s digital lifestyle
The Saviour Chief Digital/Data/Disruption Officer ( CDO)
The Rise of Chief Digital Officer
For fast-growing companies, the Chief Digital Officer is emerging as the new “it” position. Gartner predicts that 25% of businesses will
have a CDO by 2017.Number of Chief Digital Officers Doubled in
2013Seven CDOs Became CEO and Four CDOs
Became Board Directors - Reuters.Globally, 68% of CDOs are located in North America, followed by 23% in Europe, 6% in Asia; 2% in MEA; and 1% in South America
Where is place for CDO in the Jigsaw Puzzle
Mobile payment Platform- Disrupting the financial market.
3D printing – Disrupting the construction Market
Wearable and connected Devices– Disrupting healthcare market
Crowd funding– Disrupting mortgage Market
Tesla– Disrupting car Market
Advantage of CDO
And unlike CMOs, who are immersed in advertising, CDOs can see every digital touchpoint including purchase, delivery
and service. As a result, they have a much more complete picture of the customer’s experience.”
CMO
Unlike CIOs, CDOs aren’t concerned with equipment or how data is moved, but rather where that data is going and how
it’s used.
“CDOs Can bridge conflicts between marketing
& technology.
What does it take to become a CDO?
Different flavours of CDO
These CDOs are sought after by consumer-branded goods and services companies.
Online marketing and social media expertise.
Here the emphasis is on driving brand awareness, brand activation and consumer engagement.
What does it take to become a CDO?
Different flavours of CDO
These CDOs are sought after by companies involved in e-commerce, such as e-tailers and manufacturers that move to direct sales.
E-commerce & transactional expertise
The focus here is on driving traffic, conversion and revenue.
What does it take to become a CDO?
Different flavours of CDO
These CDOs are sought after by traditional media companies
Transformative product & technology capabilities
Here the emphasis is on transforming from analog to digital
Conclusion“There aren’t enough IT people who understand Digital
Marketingor Marketing people who understand Digital Marketing
(& therefore tech issues) fully”
“The Chief Digital Officer enters the arena, where the enterprise meets the customer, where the revenue is
generated... They’re in charge of the digital business strategy. That’s a long way from running back office IT, and it’s full of
opportunity.”
The Chief Digital Officer can come from an IT or Marketing or a business background. All they need is a solid grasp of Digital Business
• Farhan Syed• Partner, KPMG
Is the CDOeven needed?
Imperatives for a successful digital transformation
1. Envision and articulate the target customer experience
2. Operate at 2 speeds – allows you think big, start small and scale quickly
3. Lead with cultural transformation• Don’t try to do it on your own – borrow, over buy, over build• You’ll never have the right approach, you’ll have a good
approach that you will learn from
Skills required
Where to find them?
Digital labs / Studios
Digital is everyone's responsibility; CDO is only the orchestrator
CEOSet the direction
CDO
CMOVoice of the customer
CHROLead the cultural
change
COOEmbed the changes in
the organization
CFOProvide capital
and realize benefits
CIOEnable and modernize the back-end
Is the Chief Digital Officer even needed?
It depends!
Thank You
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