Marketers and comms professionals in general are facing a fast-evolving business landscape. Digital capabilities are increasingly seen as fundamental to a company's operations, and the role of the Chief Digital Officer (CDO) is being increasingly questioned.
Why?
The question is not if digital is important. We all know it's essential.
The Head of Digital, CDO, Digital Director, role at companies is being questioned with regard to leadership and integration into the business. How should she or he lead digital initiatives within organizations?
We might have had more time to ponder and debate before 2022. But after a year of rapid advancement of AI technologies, today, the stakes and strategies in the digital domain have shifted dramatically. Digital transformation accelerated like never before.
Likewise, so have leadership roles in marketing. Unquestionably, this is leaving some people behind. Those with more digital skills can adapt faster to the pace of today's marketing needs. But what happens to the wealth of knowledge harbored by experienced marketing professionals who have not come to grips with digital marketing developments?
Should everyone be a CDO? Head of Digital?
No.
But how do we re-adjust unsavvy digital CMOs or marketers to the evergrowing needs for digital excellence?
The AI Factor
Before I delve into answering the above question, I'd like to point out that it is now obvious AI isn't going to be another tech trend.
It is a game-changer.
It already influences how businesses operate, make decisions, and interact with customers. Its impact will stretch across all business functions, from marketing and customer service to supply chain management and product development.
I strongly believe the transformative potential of AI is what makes the case for digital leadership within companies more compelling than ever.
CMO’s Need to Be Digital
Recognizing and harnessing the power of AI and other digital technologies, I believe, is not optional - it's essential. AI can unlock new insights into customer behavior, automate repetitive tasks, and create more personalized customer experiences.
To effectively leverage AI, CMOs need to be as knowledgeable about digital strategies as they are about "traditional" marketing and comms.
So back to my conundrum (like that word, think I haven’t used it since a high school vocab test back in 1997).
The debate about whether companies still need a dedicated CDO role is taking on a new dimension.
Yes, digital capabilities have become part of the very fabric of modern businesses.
Yes, as digital marketing becomes just marketing, the CMO's role naturally expands to encompass digital strategies.
But the introduction of AI into the mix raises the bar for what "digital" means in the context of a CMO's responsibilities.
Merging Roles in the Age of AI
The argument for merging the roles of CMO and CDO becomes even more compelling when considering the integration of AI into marketing and business strategies. As these technologies become central to a company's success, the need for leadership that understands both the marketing and digital landscape (including the intricacies of AI) becomes critical.
I’m not saying CMOs need to become tech experts overnight.
After all they can be advised by experts externally or internally. However, it does mean that CMOs need a solid grasp of how AI and digital technologies that can be applied to achieve their marketing goals.
They need to work closely with tech teams and be involved in the decision-making process for technology investments.
Digital Strategy in an AI World
With AI's role in business growing, the digital strategy can't be siloed or seen as a separate entity from marketing strategy. It needs to be integrated, with a clear understanding of how AI can enhance marketing efforts and drive business outcomes.
This integration suggests that the future lies not in maintaining a clear divide between CMO and CDO roles but in blending these positions to create a new breed of leader, a digitally savvy CMO equipped to navigate the complexities of AI and digital marketing innovations.
Conclusion
As digital technologies, especially AI, become increasingly critical to business strategies, the debate about the necessity of a dedicated CDO role evolves. In a world where digital marketing is just marketing, the responsibility is on CMOs (and all marketers) to evolve into digital and AI-savvy leaders.
We need marketing professionals who can steer their companies or clients through the complexities of the digital age.
This doesn't diminish the importance of digital leadership. Instead, it expands the CMO's role to encompass the strategic oversight of digital initiatives.