How Australia Post’s IT and marketing chiefs lead digital change - together

The one-time CIO and CMO of one of Australia's oldest and largest companies talk about digital transformation and what they're doing to put the emphasis on customer engagement

Greg Sutherland (left) and Andrew Walduck (right)
Greg Sutherland (left) and Andrew Walduck (right)

What innovation means

How has digital impacted what innovation means to you?

Andrew: Innovation is fundamentally about having an idea, but then being able to execute it in a way that realises something of value for you. I think many organisations are trapped in that they have lots of ideas but don’t have an ability to either execute them, or execute them well. These ideas need to be realised frugally initially - you need to create a learning culture where ideas are implemented, you learn, grow, iterate and then evolve to where you need to be.

Our approach to innovation at Australia Post is based on many different tools and methods. These include hack days internally to accelerate something more quickly, and in working form within 24 hours, to a more measured design thinking approach, where we have a very deliberate method of diverging and converging on an idea that helps us create something that is a step change and disruptive difference for the business. We’re also looking into how we use incubators to accelerate certain ideas where our capacity might not be able to support it at a given time, but we know we need to do it.

Increasing numbers of organisations are establishing innovation labs or teams within the business, but struggle to then execute across the business. Is this the right or wrong approach?

Andrew: It’s your ability to create and disrupt how you work which will be the competitive advantage of the future. The bit that’s really important is to acknowledge everything that’s made you great, while also bringing online the capabilities you need to drive the future.

And it’s not about separating digital from change. There is a new way of working that will create the success of future enterprises. This new way has to embrace creativity as a primary asset, and the human capital that exists inside the organisation.

The creativity of being able to come up with an idea, and have it executed and implemented in a way that creates value, is the thing that will be your competitive edge. You can badge that as innovation, but I think it’s more an opportunity to embrace a fundamentally new way of working where you have much shorter timeframes in which you can be tremendously successful.

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

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

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in