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!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so easy task to understand ROI qu...

Kiara Matthews

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in