Organizations need a leader who is wholly responsible and ultimately accountable for driving digital business transformation: the Chief Digital Officer (CDO). This executive reports directly to the CEO and bridges the gap between marketing and IT at a corporate level, rather than report into either existing function. Why? The CDO needs to maintain focus above the legacy responsibilities of marketing communications and enterprise technology architecture. Current c-suite residents may argue that a CDO would be assisted by the guidance and patronage of a more established department; however, the organization needs an unencumbered leader to drive a digital-first mindset into business units and all the way to the front lines of retail and customer service. A properly chartered CDO should have responsibility for formulating digital business strategy, activating operational initiatives, and managing the organization's transition. Constellation believes that digital will be infused at all role levels over time. However at this point in time, a CDO is key to championing digital and infusing a digital DNA across the organization. Other roles that will be influenced by digital or may step up in a digital role include the CIO, CMO, CTO, and COO.
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