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:, or check us out on Google+:

Join the newsletter!


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

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...


Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in