Digital Disruption: How CEOs Can Lead The Way

Shawna Ryan, Editor, Meet The Boss, asks thought leaders in marketing how CEOs are leading the way in an industry where digital transformation looms large.

Lisa Arhur, CMO & Author, Former CMO of Teradata Applications:

“So often we get rooted in ‘oh we can’t do this because’”.

As marketers are looking for ways to connect more directly with customers, often it’s found

that old habits die hard. Internal siloes create barricades when attempting to traverse the unknown digital landscape, so we asked marketing executives at the GDS International CMO Digital Marketing Summit in Austin, Texas what, or better yet who will lead the way in the midst of digital disruption.

Lisa Arhur, CMO & Author, Former CMO of Teradata Applications:

One of the ways we can bust the siloes down and evolve the processes is with the CEO being our ultimate champion”.

Sasha Strauss, Founder, Innovation Protocol:

“What we are lucky enough to be witnessing in the last 2 years is that they’re waking up and the CEO is going home with their mobile phone and saying why is it so hard for me to produce at work yet so easily for me to produce at in my personal life. So we’re on the brink it’s going to be an amazing decade”.

Lisa Arhur, CMO & Author, Former CMO of Teradata Applications:

Having the CEO involved in that customer strategy helping us stay focused”.

Sasha Strauss, Founder, Innovation Protocol:

I would say 10 years ago the digital revolution was reserved for internet brands; they were the ones getting all the credit but in our work we’re finding it’s the classic big bold 10 thousand workforce institutions that are eventually coming to this place where they see their employees come to work with a mobile phone using that for literally everything”.

Lisa Arhur, CMO & Author, Former CMO of Teradata Applications:

The thing I’ve seen most successful for those change agents to get their CEO on board is: 1) understand the corporate objective and strategy and 2) is to bring in the data and the voice of the market and then connect the dots so that it’s clear what needs to be done”.

 

 

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