In simple words: many people believe that digital has created the need to make (analog) CMOs transition to (digital) CDOs. As running (digital) promotions has a strong technology impact, the CIO is also put into the play as she/he is the only one to really understand big data & co.
This jumps too short. Let´s take a step back and clarify the different disciplines involved. In “old” times, it was marketing only. They defined the products to be built, they ran the promotions and built the brand. Marketing was perceived as an overarching philosophy about understanding and serving customer needs. R&D was the department to build products based on marketing requirements. “Our market research has shown that customers want their washing powder come as little red balls, so you guys build our washing powder as little red balls.”
This has changed due to the digital push. The complexity of products has exploded. Building the right product solutions has become an iterative and design resp. technology driven process. Now a quote like the one above would look like this: “In intense individual customer interviews we have found that we able to build the big green boxes that customers love to use as their washing powder.”
At the same time branding is still playing a major role as it deals with the intangible assets of products (that are by definition neither digital nor analog). There is a need for all three areas. Now you could discuss who should “own” the customer. Or one could agree on applying an overarching philosophy (all have the customer in mind with everything they do).
So, where does the CDO come in? Is this the person to ensure that a “digital” philosophy is being applied? This would require to address ALL functions. Today´s discussions around CDOs seem to limit its role to tactical marketing (aka selling products digitally). In my opinion, this jumps far too short and does harm to the standing of a CDO in a company.
So, either the CDOs are up to the real challenge or they leave the ground to product managers, marketers and brand specialists.
By Jörg Malang