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

Blog Posts

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

Latest Podcast

More podcasts

Sign in