From CDO to CEO: What’s Driving the Chief Digital Officer to CEO Carer Path? For fast-growing companies, the Chief Digital Oficer is emerging as the new “it” positon. Gartner predicts that 25% of busineses wil have a CDO by 2015.

1. The Digital Business revolution & the
rise of the Chief Digital Officer

2. From CDO to CEO:
What’s Driving the Chief Digital
Officer to CEO Career Path?

3. 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 2015. Gartner
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 2015. Gartner

4. Here’s why

5. 70% of all U.S. car buyers research new and used car
purchases online, an average of 18 hours per person
(source: Polk).
90% of people trust recommendations over advertising
in deciding what to purchase (source: Nielsen).
2,010,000 – the number of sites that result from a
Google search on “toothbrush prices.”
The business world has changed
70% of all U.S. car buyers research new and used car
purchases online, an average of 18 hours per person
(source: Polk).
90% of people trust recommendations over advertising
in deciding what to purchase (source: Nielsen).
2,010,000 – the number of sites that result from a
Google search on “toothbrush prices.”

6. Digital marketing has created a survival of the fittest & fastest business
model change across all industries.
Professional services firms are losing clients to competitors who out-network
them via LinkedIn.
Traditional manufacturers who used to rely upon distributors to handle
customer communication, now have to deal directly with online customer
complaints and with their competitors talking directly to consumers.
Retail businesses have to fight for new visits every single day, every single
minute on search engines and in social media.
B2B, B2C industries alike have to fundamentally change how they interact
with customers because of digital marketing.
Your Industry’s Business Model is Changing
Digital marketing has created a survival of the fittest & fastest business
model change across all industries.
Professional services firms are losing clients to competitors who out-network
them via LinkedIn.
Traditional manufacturers who used to rely upon distributors to handle
customer communication, now have to deal directly with online customer
complaints and with their competitors talking directly to consumers.
Retail businesses have to fight for new visits every single day, every single
minute on search engines and in social media.
B2B, B2C industries alike have to fundamentally change how they interact
with customers because of digital marketing.

7. Example Digital Marketing Case study:
R1million in sales.
Product: Forex trading CDs
Company: Fleet Street
Online purchase via credit card
Time period: Nov-Jan.
No labour costs.
How?: expert digital marketing infrastructure
(IT & Marketing collaborating perfectly)
Example Digital Marketing Case study:
R1million in sales.
Product: Forex trading CDs
Company: Fleet Street
Online purchase via credit card
Time period: Nov-Jan.
No labour costs.
How?: expert digital marketing infrastructure
(IT & Marketing collaborating perfectly)

8. Companies who reach potential customers faster,
offer a better digital customer experience, who
communicate more quickly with customers, are
winning the sales race.
And that is driving a business model change globally.
More than ever before, the CMO and CIO have to
work together – but they have no historical
precedent for this.
Companies who reach potential customers faster,
offer a better digital customer experience, who
communicate more quickly with customers, are
winning the sales race.
And that is driving a business model change globally.
More than ever before, the CMO and CIO have to
work together – but they have no historical
precedent for this.

9. Organizational experts say
growing tensions are driving
the trend, as CMOs and CIOs
clash more frequently about
questions of turf, innovation
and accountability. Gartner
Organizational experts say
growing tensions are driving
the trend, as CMOs and CIOs
clash more frequently about
questions of turf, innovation
and accountability. Gartner

10. 38% of CMOs say IT keeps them out of the loop
35% say Marketing isn’t given enough priority.
31% of CIOs say their Marketing peers are ill-
informed about tech. 36% say marketing
routinely bypasses them for solutions, going to
outside vendors & ad agencies without first
checking for internal solutions. Accenture
Accenture reports:
38% of CMOs say IT keeps them out of the loop
35% say Marketing isn’t given enough priority.
31% of CIOs say their Marketing peers are ill-
informed about tech. 36% say marketing
routinely bypasses them for solutions, going to
outside vendors & ad agencies without first
checking for internal solutions. Accenture

11. “The CMO will increasingly have
the upper hand in these tensions.
According to Gartner, CMOs are
predicted to outspend CIOs on
tech by 2017.”
Wired Magazine 2014
CMOs vs CIOs
“The CMO will increasingly have
the upper hand in these tensions.
According to Gartner, CMOs are
predicted to outspend CIOs on
tech by 2017.”
Wired Magazine 2014

12. “With customers expecting seamless (&
satisfying) digital experiences across more
platforms, CMOs & CIOs are recognizing
that they need help with skills & strategies
that can bridge either the smallest
Instagram campaign or the biggest
investments in mobile commerce.”
Wired Magazine 2014
Solution: CDO
“With customers expecting seamless (&
satisfying) digital experiences across more
platforms, CMOs & CIOs are recognizing
that they need help with skills & strategies
that can bridge either the smallest
Instagram campaign or the biggest
investments in mobile commerce.”
Wired Magazine 2014

13. “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.
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.”
Wired Magazine 2014
“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.
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.”
Wired Magazine 2014

14. “For now, CDOs are seen as the people who can
step in to fill gaps while simultaneously bridging
conflicts between marketing & technology. That is, if
you can find a good one.
“Right now, there aren’t enough people with the“Right now, there aren’t enough people with the
right mix of technical knowledge, businessright mix of technical knowledge, business
experience & consumerexperience & consumer--orientation in the marketorientation in the market.”
Wired Magazine 2014
The CDO bridges the gap
“For now, CDOs are seen as the people who can
step in to fill gaps while simultaneously bridging
conflicts between marketing & technology. That is, if
you can find a good one.
“Right now, there aren’t enough people with the“Right now, there aren’t enough people with the
right mix of technical knowledge, businessright mix of technical knowledge, business
experience & consumerexperience & consumer--orientation in the marketorientation in the market.”
Wired Magazine 2014

15. “There aren’t enough IT people who
understand Digital Marketing
or Marketing people who
understand Digital Marketing (&
thus tech issues) fully”
“There aren’t enough IT people who
understand Digital Marketing
or Marketing people who
understand Digital Marketing (&
thus tech issues) fully”

16. The CDO Club forecasts that the
number of global CDOs will double
again in 2014, to 1,000 CDOs by the
end of the year.

17. Number of Chief Digital Officers
Doubled in 2013
Seven CDOs Became CEO and Four
CDOs Became Board Directors
Reuters May 12, 2014
Number of Chief Digital Officers
Doubled in 2013
Seven CDOs Became CEO and Four
CDOs Became Board Directors
Reuters May 12, 2014

18. Salaries for CDOs ranged from $250,000 to $750,000
98% of CDOs are between the ages of 30 and 59
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
Global Stats on Chief Digital
Officer Appointments
Salaries for CDOs ranged from $250,000 to $750,000
98% of CDOs are between the ages of 30 and 59
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

19. “The Chief Digital Officer will be the most exciting
strategic role in the decade ahead and IT leaders
have the opportunity to be the leaders who will
define it.
“The Chief Digital Officer plays in the place 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.”
Gartner
“The Chief Digital Officer will be the most exciting
strategic role in the decade ahead and IT leaders
have the opportunity to be the leaders who will
define it.
“The Chief Digital Officer plays in the place 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.”
Gartner

20. Examples of CDOs who became CEO, include:
Michael Bloom: Former CDO at Wenner Media, now CEO at
the Guardian News & Media, North America
Paul Gunning: Former CDO at Tribal DDB and global CDO for
DDB, now CEO at DDB Chicago
Jean-Philippe Maheu: Former CDO at Oglivy & Mather,
became CEO at Bluefin Labs, currently Managing Director for
Global Brand Strategy at Twitter
Charlie Redmayne: Former EVP and CDO at HarperCollins
Publishers, now CEO at HarperCollins UK
Examples of CDOs who became CEO, include:
Michael Bloom: Former CDO at Wenner Media, now CEO at
the Guardian News & Media, North America
Paul Gunning: Former CDO at Tribal DDB and global CDO for
DDB, now CEO at DDB Chicago
Jean-Philippe Maheu: Former CDO at Oglivy & Mather,
became CEO at Bluefin Labs, currently Managing Director for
Global Brand Strategy at Twitter
Charlie Redmayne: Former EVP and CDO at HarperCollins
Publishers, now CEO at HarperCollins UK

21. Chief Digital Officers’ knowledge is so highly
regarded in the USA that in 2013, Starbucks CDO
Adam Brotman joined the Board of Neiman Marcus.
Chief Digital Officers’ knowledge is so highly
regarded in the USA that in 2013, Starbucks CDO
Adam Brotman joined the Board of Neiman Marcus.

22. “Over the next 5 years, mining executives
believe digital will improve company
productivity (73%),
reorganize operations (65%)
& optimize the supply chain (58%).”
Accenture survey 2014
“Over the next 5 years, mining executives
believe digital will improve company
productivity (73%),
reorganize operations (65%)
& optimize the supply chain (58%).”
Accenture survey 2014

23. “4 out of 5 executives are using
digital technologies across IT,
business operations, finance
and HR.”
Accenture survey 2014
“4 out of 5 executives are using
digital technologies across IT,
business operations, finance
and HR.”
Accenture survey 2014

24. “Companies that do not
embrace digital will lose their
competitive position and may
face extinction, according to
88% of respondents.”
Accenture survey 2014
“Companies that do not
embrace digital will lose their
competitive position and may
face extinction, according to
88% of respondents.”
Accenture survey 2014

25. What does it take to become a CDO?
•Online marketing and social media expertise. Here the emphasis is on
driving brand awareness, brand activation and consumer engagement.
These CDOs are sought after by consumer-branded goods and services
companies.
•E-commerce & transactional expertise. The focus here is on driving
traffic, conversion and revenue. These CDOs are sought after by
companies involved in e-commerce, such as e-tailers and manufacturers
that move to direct sales. These CDOs require change management
capabilities & the ability to manage channel conflicts.
•Transformative product & technology capabilities (i.e., analog to
digital). These CDOs are sought after by traditional media companies and
require change management capabilities that can impact the whole
company. - Source: RussellReynolds
What does it take to become a CDO?
•Online marketing and social media expertise. Here the emphasis is on
driving brand awareness, brand activation and consumer engagement.
These CDOs are sought after by consumer-branded goods and services
companies.
•E-commerce & transactional expertise. The focus here is on driving
traffic, conversion and revenue. These CDOs are sought after by
companies involved in e-commerce, such as e-tailers and manufacturers
that move to direct sales. These CDOs require change management
capabilities & the ability to manage channel conflicts.
•Transformative product & technology capabilities (i.e., analog to
digital). These CDOs are sought after by traditional media companies and
require change management capabilities that can impact the whole
company. - Source: RussellReynolds

26. “CDO candidates should be familiar with web,
mobile and social media. They should be able to
plan and execute long-term strategy around
driving customer awareness, engagement,
experience and monetization... They should have
experience developing new channels & business
models, as well as innovative products and
services. The CDO also must be tech savvy;
though knowing how to code may or may not be
required, the ability to manage developers & ask
the right questions is a minimum requirement.”
“CDO candidates should be familiar with web,
mobile and social media. They should be able to
plan and execute long-term strategy around
driving customer awareness, engagement,
experience and monetization... They should have
experience developing new channels & business
models, as well as innovative products and
services. The CDO also must be tech savvy;
though knowing how to code may or may not be
required, the ability to manage developers & ask
the right questions is a minimum requirement.”

27. “74% of business executives
say their company has a
digital strategy.
But only 15% feel they have
the skills & capabilities to
execute it.” – Forrester
research 2014
“74% of business executives
say their company has a
digital strategy.
But only 15% feel they have
the skills & capabilities to
execute it.” – Forrester
research 2014

28. “9 out of 10 executives said that a
business strategy that incorporates
digital technology will revolutionize the
way they do business to a degree
similar to the advent of the Internet in
the 90s”
Accenture survey 2014
“9 out of 10 executives said that a
business strategy that incorporates
digital technology will revolutionize the
way they do business to a degree
similar to the advent of the Internet in
the 90s”
Accenture survey 2014

29. Knowledge of Digital Marketing is vital for
companies seeking to stay relevant. IT
and Marketing departments both need
this skill set in order to collaborate for
greater company prosperity in today’s
digital world.
The Chief Digital Officer comes from an IT
or Marketing background. All they need is
a solid grasp of Digital Marketing.
Knowledge of Digital Marketing is vital for
companies seeking to stay relevant. IT
and Marketing departments both need
this skill set in order to collaborate for
greater company prosperity in today’s
digital world.
The Chief Digital Officer comes from an IT
or Marketing background. All they need is
a solid grasp of Digital Marketing.

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