Transforming The Transformative: The CMO's Role In Leading Digital Transformation

Kristin Hambelton

Kristin Hambelton

September 13, 2018 - Kristin Hambelton [pictured], Chief Marketing Officer at Marketing Evolution, writes for Forbes: Whether you call it digital transformation, digitalization, or DX, it’s transforming companies of all sizes, across all industries. Within companies, DX is making its mark across disciplines, and marketing is no exception.

Broadly defined as “the reworking of the products, processes and strategies within an organization by leveraging current technologies,” DX has too often been led by technologies -- that is, cool technology in need of a problem to solve. While the tech matters, nontechnical criteria -- strategy, culture and management -- are critical to the success that DX hopes to drive.

According to a 2018 survey conducted by Tech Pro Research, 70% of respondents noted that their companies either have a DX strategy or are working on one, and 53% reported that their DX budgets grew from 2016 to 2017. Of particular interest, DX has become a priority beyond information technology (IT), with marketing key among disciplines funding enterprise DX initiatives.

Why marketing? Put simply, it’s being driven by the power of the customer. More...