Roadmap to Digital Excellence: Marketing and Innovation
Digitalization as a key challenge
Digitalization, which means organizational and cultural change, is reaching more and more companies. They are embarking on new paths so as not to miss out on the digital future. After all, there is hardly an industry that is not being permanently changed by the digital transformation. Companies are therefore urgently looking for managers who can lead the way into the digital age. The increasingly common names for these pioneers in the company include Chief Digital Officer (CDO), Digital Leader or Manager Digital Transformation.
New leadership personalities and the role of marketing
The task of the leaders who shape these positions is to develop the digital strategy of the respective company and to carry out its cross-functional transformation towards a fully digitalized company. Marketing in particular is very strongly affected by the digital transformation and should be integrated or positioned accordingly. The Chief Marketing Officer (CMO) can both develop and practically implement solutions in this area. Some companies even have a Chief Marketing Technology Officer (CMTO) or Chief Marketing & Innovation Officer (CMIO) for this purpose, who is tasked with linking marketing and technology or innovation, which requires thinking outside the box, developing concrete strategies, concepts and plans based on the vision and rigorously advancing the digital transformation, particularly in the areas of marketing, brand management, business development, communication and IT.
Chief Marketing and Innovation Officer: key figure in the digital transformation
As a "part strategist, part creative and part technologist", the CMIO or CMTO is probably the most visionary of the C-level executives, as they are (co-)responsible for all central aspects of a digital transformation. As a generalist, he has expertise in several areas, particularly marketing, technology, change management and organizational development, and his work ranges from the development of digital strategies and business models to digital marketing and customer experience management to the implementation of the latest technologies. He also supports internal digital transformation, including cultural change. An excellent CMO can bring about a digital transformation of the company quickly and comprehensively thanks to their broad range of skills. They are able to build an ecosystem to drive the innovation process forward.* Marco Englert (MBA) is a manager, consultant and coach and focuses on management innovations for the sustainable control of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director, he is responsible for modeling and implementing management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist for brand communication, online marketing manager, digital sales manager, employer brand manager and manager for agile organizational development (Quadriga University).
