CMOs talk digital delivery part 2: Andy Lark

In the second of our CMO insights series on digital strategy, we ask former CommBank CMO Andy Lark on whether he supports a CDO role

In the second of CMO’s new series looking into what three marketing and digital chiefs think about a key topic or trend influencing their business performance, we ask the former CMO of Commonwealth Bank and highly experienced marketer, Andy Lark to answer the following question:

Should CMOs own digital strategy and delivery?

Andy Lark, former CMO
Commonwealth Bank

Digital as a business is not a marketing function - although based on the background of the CMO, it might make sense to have them run it. Digital marketing, however, both for digital and physical products or channels, is a marketing function. Today, the rise of importance of digital channels - and the emergence of digital as the business - requires most organisations build a digital capability, unified, under a chief digital officer (CDO).

Digital platforms and technology should be delivered through the IT capability, but the overall digital business and products shouldn't be. Remember: The CDO role is only part technology; it is also supply chain, pricing, service delivery, product, merchandising and more. Digital requires focus, and committed leadership will drive its success. Non committed or dispersed leadership will result in digital islands of efficiency.

Ultimately, CEOs have the responsibility for digital delivery and always have. The challenge today is a large number of marketers don’t report to CEOs, nor do CDOs. As a result, neither are a priority. They are run and optimised as part of something else, such as operations or business channel management for instance.

So long as they continue to be optimised as part of something else, you will have sub-optimal solutions that don't recognise digital as how the customer engages. There is nothing more important than meeting and serving the customer digitally.

CMOs talk digital delivery part 1: The Co-op's Greg Smith

Most CMOs have a great understanding of the role of digital in customer relationships and marketing communications and are working bloody hard to raise awareness of the importance of digital.

CMOs must be the change agent they want to exist in their business. In short, be digital. Show people the power of digital; arm your teams with leading-edge devices and technology. Then invest at the edge, and invest in niche ideas with potential to scale. Encourage your digital natives to experiment and ideate.

More on Andy Lark

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

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in