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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in