CIO Straight Talk - Issue 8 - 62

How do you define digital
transformation?
Digital transformation is the process of
getting to digital-first thinking. By digitalfirst, I mean reaching a state in which digital
capabilities and technology are embedded
in everything you do. It's making the most
out of all the opportunities that digital

start the process of digital transformation
than complete re-org.

Is it advisable to centralize
digital activities in one function
or do you think it's better to
distribute digital activities
across business units?

provides you. Many companies today still
use digital in a very old-fashioned way. In
the case of advertising, for example, they
take a TV commercial and put it online. But
online, you are not limited to 30 seconds
of linear video. In addition, you have lots
of different and new ways of targeting the
demographic you want to reach, so you
are missing a lot of opportunities if you
only repeat what you are used to doing
in TV advertising.

I think it depends on where you are in the
process of digital transformation. When
digital is new to a company, it usually
starts as a separate skill set and only later
it becomes embedded in all ways of doing
the work. Typically, digital work starts at
the department that creates the company's
website, then it moves to the department
that develops e-commerce capabilities and
gradually, it becomes bigger and bigger.
At this point, you may see the online half

If digital transformation is a
process, what's the first step?

of the company and the offline half of the
company competing for resources. But
once the company makes the switch to
digital-first thinking, the senior executive
who leads the digital department,

It starts with small experiments that

sometimes called the Chief Digital Officer,

help you to break out of your old ways

has the opportunity to become the Chief

of working. You should gradually extend

Marketing Officer.

these experiments so they start shaping
how the company thinks about digital.
Some companies see digital transformation
as a re-org. I prefer to start with the endstate and say, "Well, if I want to do things
a little bit different, what would I change
tomorrow?" Then, if there is a mini-success,

What is the relationship
between the Chief Digital
Officer and the CIO, who is
often the one investing in the
new digital technologies?

find ways to extend the experiment a

62

little bit further. Soon you will see how the

If you think about this merging of the

organization starts to change around these

CMO and CDO roles, there are two ways

experiments. I think that's an easier way to

it can play out. It could either be that the



CIO Straight Talk - Issue 8

Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8

Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
CIO Straight Talk - Issue 8 - 15
CIO Straight Talk - Issue 8 - 16
CIO Straight Talk - Issue 8 - 17
CIO Straight Talk - Issue 8 - 18
CIO Straight Talk - Issue 8 - 19
CIO Straight Talk - Issue 8 - 20
CIO Straight Talk - Issue 8 - 21
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CIO Straight Talk - Issue 8 - 23
CIO Straight Talk - Issue 8 - 24
CIO Straight Talk - Issue 8 - 25
CIO Straight Talk - Issue 8 - 26
CIO Straight Talk - Issue 8 - 27
CIO Straight Talk - Issue 8 - 28
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CIO Straight Talk - Issue 8 - 30
CIO Straight Talk - Issue 8 - 31
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CIO Straight Talk - Issue 8 - 33
CIO Straight Talk - Issue 8 - 34
CIO Straight Talk - Issue 8 - 35
CIO Straight Talk - Issue 8 - 36
CIO Straight Talk - Issue 8 - 37
CIO Straight Talk - Issue 8 - 38
CIO Straight Talk - Issue 8 - 39
CIO Straight Talk - Issue 8 - 40
CIO Straight Talk - Issue 8 - 41
CIO Straight Talk - Issue 8 - 42
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CIO Straight Talk - Issue 8 - 44
CIO Straight Talk - Issue 8 - 45
CIO Straight Talk - Issue 8 - 46
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CIO Straight Talk - Issue 8 - 48
CIO Straight Talk - Issue 8 - 49
CIO Straight Talk - Issue 8 - 50
CIO Straight Talk - Issue 8 - 51
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CIO Straight Talk - Issue 8 - 53
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CIO Straight Talk - Issue 8 - 55
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CIO Straight Talk - Issue 8 - 57
CIO Straight Talk - Issue 8 - 58
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CIO Straight Talk - Issue 8 - 60
CIO Straight Talk - Issue 8 - 61
CIO Straight Talk - Issue 8 - 62
CIO Straight Talk - Issue 8 - 63
CIO Straight Talk - Issue 8 - 64
CIO Straight Talk - Issue 8 - 65
CIO Straight Talk - Issue 8 - 66
CIO Straight Talk - Issue 8 - 67
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CIO Straight Talk - Issue 8 - 69
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CIO Straight Talk - Issue 8 - 71
CIO Straight Talk - Issue 8 - 72
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CIO Straight Talk - Issue 8 - 74
CIO Straight Talk - Issue 8 - 75
CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
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