CIO Straight Talk - Issue 8 - 64

CMO takes some extra steps and becomes

to take on more work if they think it's going

more digital-savvy, or it could be that the

to be rewarding. But because companies

CDO becomes more strategic. I think the

still rely on outdated measurement systems,

challenge for the people who come from

it means they also take on more risk. If

a digital background - including the CIO

you do something new and you find it

- is that they have to shift, at some point,

hard to quantify success because the old

from a technology focus and a specialist

measurement systems don't work, then

focus toward a strategic focus. If the CIO is

there's always someone ready to say that

someone who can move out of technology

it was a really bad idea and stab you in the

into strategy, than the CIO could actually

back. The people who guide digital change

own all the strategic aspects of digital.

are always in the risk zone.

What are the key challenges of
digital transformation?

In your consulting
engagements, how do you
prepare companies to embark
on this journey of digital
transformation?

The biggest challenge is that we still use
measurement systems that were suitable in
the past but no longer work with the new
digital realities. There are measurement
systems that are based on e-commerce,
moving from a click to a direct purchase.
There are also measurement systems
that are used with traditional media,
measuring the reach and impact of
mass communication. But now you have
something in between, a new media mix
where you can use personalized messages
for both e-commerce and branding. There
is no measurement system yet that can
predict what will happen. People feel it is
risky to move into this new territory because
they're used to very easy quantification of
what will happen. But not moving into this
new territory is even more risky.

I invite between 20 and 30 people from
the same company to a one-day workshop.
It's quite an extensive list-the CMO, the
Digital Director, the Search Specialist, the
Brand Manager, people that are the key
stakeholders across the organization. One
of the key objectives of the workshop is
to make sure that they all agree on how
to move forward and that they know what
things are holding them back. I have them
work in subgroups, each with a mix of skills
and experiences. Most of the senior people
are strategic but lack digital knowledge,
and the junior people have a lot of digital
knowledge but they lack the strategic
insight. I also try to mix people who know
the technology well and the people who

What about internal challenges?

know the brand and the content. The
workshop is often the first occasion where
digital people and brand people define

Establishing a new way of working is
always more work than limiting yourself to
an existing process. People are only willing

64

strategy together or that senior and junior
people work together. That's already a very
big step change for most companies.
The first half of the workshop is designed



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
CIO Straight Talk - Issue 8 - 22
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
CIO Straight Talk - Issue 8 - 29
CIO Straight Talk - Issue 8 - 30
CIO Straight Talk - Issue 8 - 31
CIO Straight Talk - Issue 8 - 32
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
CIO Straight Talk - Issue 8 - 43
CIO Straight Talk - Issue 8 - 44
CIO Straight Talk - Issue 8 - 45
CIO Straight Talk - Issue 8 - 46
CIO Straight Talk - Issue 8 - 47
CIO Straight Talk - Issue 8 - 48
CIO Straight Talk - Issue 8 - 49
CIO Straight Talk - Issue 8 - 50
CIO Straight Talk - Issue 8 - 51
CIO Straight Talk - Issue 8 - 52
CIO Straight Talk - Issue 8 - 53
CIO Straight Talk - Issue 8 - 54
CIO Straight Talk - Issue 8 - 55
CIO Straight Talk - Issue 8 - 56
CIO Straight Talk - Issue 8 - 57
CIO Straight Talk - Issue 8 - 58
CIO Straight Talk - Issue 8 - 59
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
CIO Straight Talk - Issue 8 - 68
CIO Straight Talk - Issue 8 - 69
CIO Straight Talk - Issue 8 - 70
CIO Straight Talk - Issue 8 - 71
CIO Straight Talk - Issue 8 - 72
CIO Straight Talk - Issue 8 - 73
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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