The role of Chief Digital Officer isn’t new addition to the C-Level suite however the requirements of the role are quickly evolving. In the past the role more often focused on increasing digital capabilities within the marketing function; delivering on digital customer experience across the web, social and mobile while being involved in the expansion digital commerce and content. Today, digital business transformation is driving traditionally minded companies to rethink their entire operational structure; requiring the CDO’s role to transform into a more strategic business leader, driving structural and political change within traditional companies.
Leading organizational change can be messy and the Chief Digital Officer should be right in the center of it. The creation and execution of digital strategies may contradict many long held beliefs within an organization and challenge the status quo. This requires a CDO to many hats, some of which are less related to digital business yet are increasingly just as important:
Educator
Digital change often requires investment both financially and culturally. In order to successfully transform a traditional business into a leading digitally centric company requires education within every level of the organization. The CDO needs to lead this education and tailor it for every aspect of the company. They need to ensure everyone from the CEO down understands the value obtained by digitally transforming business and has the skills and information necessary to affect the change.
Relationship Manager
As discussed, digital transformation requires companies to rethink their entire structure. Because of this, the CDO must have the ability to bridge and enhance business relationships, forming trust amongst their peers. It requires bringing together groups of people who may not traditionally have spoken to each other. They need to fill in the gaps between business units and build a sense of comradery amongst disparate groups in order to push the entire company forward.
Visionary (Fortune Teller)
The evolution of digital within business can happen at an extremely fast pace. Technology changes quickly and understanding how the latest trends can impact business can be mind boggling. A seasoned CDO will be able to forge through the vast wilderness of information and technology and predict the innovations that will positively affect change.
Team Leader
Chief Digital Officers are rarely an island unto themselves. Many companies are looking beyond digital strategy and are focused on building their own internal digital capabilities. This requires a CDO who understands the roles and responsibilities required to build an effective team. It also requires the CDO to lead and motivate that team towards business change. The ownership of data, content, technology and customer experience can require large multi-disciplinary teams and the leadership and management of these teams falls squarely on the back of the CDO.
As business evolves, digital transformation may drive change faster than many companies are comfortable moving. Finding the right Chief Digital Officer is a daunting task, but is crucial to the success of business in today’s digital age. It’s no longer good enough for a CDO to be well versed in customer experience, data and analytics e-commerce and technology innovation; a strong CDO will also understand business strategy, operations and ways in which companies can change their entire structure to a more digitally centric business approach. They need to be the perfect balance of strategic thinker and delivery master and must continue to evolve as the needs of companies and consumers change.
