Importance of chief digital officer role in Australia is rising: Report

New report claims CDO appointments are on the rise in Australia, and could be at the expense of the CIO role

The role of chief digital officer (CDO) is set to invade Australian organisations and could well be at the expense of the CIO, a new report claims.

According to CA Technologies’ Digital Enterprise: The role of the CDO study, 47 per cent of Australian business leaders believe the role of the CDO is becoming more important in their business. The report was based on surveys with 100 c-level executives undertaken in August.

Forty-five per cent claim to currently have a CDO, and 14 per cent said they expected the fill the role in the next few years. The report suggests the move is likely to see many of the technology-based roles traditionally held by the CIO being the responsibility of the CDO.

Of those without a CDO, 37 per cent said the effect is a lack of responsiveness and a slower route to market. In addition, 19 per cent highlighted ‘missed business and investment opportunities’ as a consequence of not employing a CDO.

However, the report did suggest there remains conflict around what a CDO’s responsibilities should entail. For example, when asked who they’d turn to for advice on mobile and app development, responses were split between the CIO and CDO.

Respondents were also asked about the rising importance of the CMO and CIO roles in their organisation. Just over 34 per cent said the CIO was essential, while 21.9 per cent the CIO was becoming more important. Seven per cent said CIOs were becoming less important.

With regards to the CMO, 38 per cent said the role’s importance hadn’t changed in the last year, while 28.5 per cent said the role was becoming more important and 20 per cent said it was essential.

Overall, digital was a strategic element of business for 69 per cent of respondents, with customer engagement and increasing market share leading the list of reasons why.

CDO: Hot new tech title or flash in the pan?
How you can be a digital CMO
Deloitte: The 5 disruptive trends of the digital age and the role of the CDO If you’re not in charge of digital, you’re not in charge of marketing

“It’s clear from this research that if businesses stick with the status quo and don’t prepare themselves for a digital mind-shift now, they’ll fall behind. Worse still, they may lose market share because the services they provide to their customers aren’t being deployed in a fast, engaging way,” commented CA’s Australia and New Zealand managing director, Bill McMurray. “That’s where digital can help.

“As we see CDOs becoming more involved with their business colleagues and in business strategy, the ability to communicate the value of new technologies will become even more important.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in