Digital disruption is a catalyst and driver of change but not the end itself. "Connected Customers" demand world class user experience and satisfaction of needs which means that:-
Cultural, organisational and structural changes are required to deliver the best "connected " UX for customers. Whilst the CMO does "own the customer" the CEO is the one with the leadership and drive to tale the whole organisation down the digital journey.
Ably supported by CTO, CIO and increasingly the CDO as data is at the heart of everything digital.
Smart Homes, Smart Cities, Smart & Autonomous Cars, Smart Health and Smart Government. All serving Smart Customers.
The CEO must lead digital transformation.
In a recent report from Altimeter, analysts found that CMOs lead the transformation in 34% of companies, while CIOs and CTOs take charge of digital transformation in only 19% of companies. I have two comments as it relates to this. First, the CMO needs to have a role in Digital Transformation, however, it is the CEO that must lead. Second, I believe in 2017 we need more CIOs and CTOs taking prominent positions in digital transformation.