This document discusses organizational structures for digital, customer-centric companies. It outlines seven characteristics of a digital culture, including being customer-centric, data-driven, collaborative, and agile. Traditional structures are organized around control and reporting rather than capabilities and outcomes. The roles of Chief Digital Officer and Chief Customer Officer are rising to help lead digital transformations and ensure a customer focus across channels. Companies are evolving through five stages from digital teams to full business transformations under a CCO. Case studies demonstrate how some organizations have successfully implemented digital and customer-centric strategies.
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...Ashley Friedlein
A presentation I gave to a C-Suite (CMO) audience at the Festival of Marketing, Oct 2016, about the biggest trends in digital/marketing. It focuses on customer experience and digital transformation.
A keynote presentation I gave at the PPA's Customer Direct conference in November 2016 on the topic of 'The Customer Journey'. I talk about trends, challenges, organisational impact and the future of customer experience.
Innovation in Action: 5 Lessons From Monty's Magical Toy MachineMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Innovation in Action: Monty’s Magical Toy Machine. PRESENTATION: Innovation in Action: 5 Lessons From Monty's Magical Toy Machine - Given by Daniel Kirby - @techdept - CEO - Techdept. #MarTech DAY2
A new model for marketing which fuses classic and digital marketing. M3 redefines marketing for the digital age. Presentation from the launch of M3 at The Festival of Marketing, London, Oct 2017.
A Blank Sheet for Orgnaisational Structure in a Digital, Consumer Centric Wor...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World. PRESENTATION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World - Given by Ashley Friedlein - @AshleyFriedlein - CEO - Econsultancy. #MarTech DAY1
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...Ashley Friedlein
A presentation I gave to a C-Suite (CMO) audience at the Festival of Marketing, Oct 2016, about the biggest trends in digital/marketing. It focuses on customer experience and digital transformation.
A keynote presentation I gave at the PPA's Customer Direct conference in November 2016 on the topic of 'The Customer Journey'. I talk about trends, challenges, organisational impact and the future of customer experience.
Innovation in Action: 5 Lessons From Monty's Magical Toy MachineMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Innovation in Action: Monty’s Magical Toy Machine. PRESENTATION: Innovation in Action: 5 Lessons From Monty's Magical Toy Machine - Given by Daniel Kirby - @techdept - CEO - Techdept. #MarTech DAY2
A new model for marketing which fuses classic and digital marketing. M3 redefines marketing for the digital age. Presentation from the launch of M3 at The Festival of Marketing, London, Oct 2017.
A Blank Sheet for Orgnaisational Structure in a Digital, Consumer Centric Wor...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World. PRESENTATION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World - Given by Ashley Friedlein - @AshleyFriedlein - CEO - Econsultancy. #MarTech DAY1
Marco Ryan, Chief Digital Officer of Thomas Cook, shares the groups ruthless focus on Customer Insight, programmatic marketing, Big Data, Content and Innovation to help drive their digital transformation and delight their customers
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
Everybody talks about Digital Transformation and Digital Disruption and the impact on Marketing. Marketing needs to find new ways to interact, sure. But do digital transformation of marketing and digital marketing even exist? Not sure! Whatever, you still need to get ready for new technologies like Voice. And you should do it fast.
Thorsten Sachtje (Senior Consultant Digital Strategy @ metapeople - Part of Artefact) held this presentation as part of a 1,5 hour lecture to Marketing Management BSc students of Ruhr University Bochum (Germany) on June 7th, 2018.
How a lack of digital skills will break your business - Jonnie Jensenjonnie jensen
Business owners and leaders wonder why their digital marketing is not working. It is not the content marketing, social media or email marketing that is wrong. It is the people in the business who are leading and managing it. From business leaders down, here is why you need digital skills and a digital culture to make your digital marketing work
The digital marketing industry is changing faster than ever and those who don't adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer journey, digital assets, and channelsMarco Ryan
Keynote at TIBCO Destination : Digital Club UK on March 16th 2016 on the Business view of the need to understand data as an asset, the impact it has on Digital Transformation and the questions the C-Suite should be asking
How Smart Products Transform Brand Relationships, Business Operations and Ser...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Third Age of Marketing Technology – How IoT Gives Products A Voice. PRESENTATION: How Smart Products Transform Brand Relationships, Business Operations and Service Experiences - Given by Andy Hobsbawm - @AndyHobs - Founder & CMO - EVRYTHING. #MarTech DAY1
Transform or be disrupted. WillTour Operators surviveMarco Ryan
Keynote for travel tech 2016 on the impact of digital disruption on Tour Operators and some key actions they need to take if they are going to survive more than another 3 -5 years
Optimisation Is The New Black Uncovering The Highlights And Pitfalls Of Testi...Bench
Presentation by: De Hallam, Sr Data Planner, Digital Balance
Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?
Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.
Visit www.benchmarketing.com.au for more info.
Digital Maturity - A Client & Agency Perspectivedelissat
Digital Maturity. What is it? Are you there yet?
Believe it or not, many corporate organizations (and some communications agencies) have not yet reached digital maturity. Many lag behind the general public’s ability to adapt to the new digital marketplace. This session provides you an insight into key markers of what a digitally mature organization looks and acts like.
Transform Today, Thrive Tomorrow: a Data Strategy for Digital TransformationPaul Lewis
Companies are implementing growth-based Digital Transformation strategies as they compete among new digital disruptors. Digital disruptors such as AirBnB and Uber have turned hotels and taxi cabs upside down. Even large, profitable sectors like banking are being threatened by FinTech firms like Alibaba. Across all industries, digital disruptors are using analytics, mobility, social and smart, connected devices to transform operations, customer experience, and business models.
Transformation is not easy, and there is a fundamental gap in how the business views digital transformation initiatives and how the IT organization views its domain. The gap is made worse by the legacy processes, systems and skillsets that are still predominate in most enterprise IT organizations. For IT to remain relevant, it needs a new paradigm that supports the rapid pace and new technologies powering the digital enterprise – a new paradigm that can also incorporate traditional, mission-critical IT systems and applications. That new paradigm centers on the critical enabler of digital transformation – DATA
These presentations delivered by Tim Barker from Datasift and marketing strategist Mat Morrison.
Tim looked at how to use facebook topic data to create customer insight and inform marketing decisions.
Mat looked at the true value of social influence and how to use social data to make marketing decisions.
Here are 5 Digital Transformation that will help you transform your company.
To know more details, visit us at : https://mitidinnovation.com/recreation/5-digital-transformation-that-will-help-transform-your-company/
SEO and Ecommerce Trends - Kerridge Partner DayGenerate UK
This is the slide deck presented by Mike Robinson (Generate UK) at the recent Kerridge Partner day.
The slides cover how to benchmark your current position, why it is important to have a strategy and then explores some key digital marketing trends.
Roll Your Own Customer Experience Platform By Cleve GibbonMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Rolling Your Own Customer Experience Platform. PRESENTATION: Rolling Your Own Customer Experience Platform - Given by Cleve Gibbon - @cognifide - Chief Marketing Technology Officer - Cognifide. #MarTech DAY1
Digital first really means customer first without compromise. That is what I learned from visiting more than 50 leading companies in this field of expertise. This presentation shows you the key trends of consumer behavior. This is about the consumer in the future. It's about the consumer in 2020. But the real question is how to deal with this customer. And that is where customer centricity comes in. The digital world creates new opportunities to create new experiences for consumers. This deck takes you on this journey
Marco Ryan, Chief Digital Officer of Thomas Cook, shares the groups ruthless focus on Customer Insight, programmatic marketing, Big Data, Content and Innovation to help drive their digital transformation and delight their customers
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
Everybody talks about Digital Transformation and Digital Disruption and the impact on Marketing. Marketing needs to find new ways to interact, sure. But do digital transformation of marketing and digital marketing even exist? Not sure! Whatever, you still need to get ready for new technologies like Voice. And you should do it fast.
Thorsten Sachtje (Senior Consultant Digital Strategy @ metapeople - Part of Artefact) held this presentation as part of a 1,5 hour lecture to Marketing Management BSc students of Ruhr University Bochum (Germany) on June 7th, 2018.
How a lack of digital skills will break your business - Jonnie Jensenjonnie jensen
Business owners and leaders wonder why their digital marketing is not working. It is not the content marketing, social media or email marketing that is wrong. It is the people in the business who are leading and managing it. From business leaders down, here is why you need digital skills and a digital culture to make your digital marketing work
The digital marketing industry is changing faster than ever and those who don't adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer journey, digital assets, and channelsMarco Ryan
Keynote at TIBCO Destination : Digital Club UK on March 16th 2016 on the Business view of the need to understand data as an asset, the impact it has on Digital Transformation and the questions the C-Suite should be asking
How Smart Products Transform Brand Relationships, Business Operations and Ser...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Third Age of Marketing Technology – How IoT Gives Products A Voice. PRESENTATION: How Smart Products Transform Brand Relationships, Business Operations and Service Experiences - Given by Andy Hobsbawm - @AndyHobs - Founder & CMO - EVRYTHING. #MarTech DAY1
Transform or be disrupted. WillTour Operators surviveMarco Ryan
Keynote for travel tech 2016 on the impact of digital disruption on Tour Operators and some key actions they need to take if they are going to survive more than another 3 -5 years
Optimisation Is The New Black Uncovering The Highlights And Pitfalls Of Testi...Bench
Presentation by: De Hallam, Sr Data Planner, Digital Balance
Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?
Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.
Visit www.benchmarketing.com.au for more info.
Digital Maturity - A Client & Agency Perspectivedelissat
Digital Maturity. What is it? Are you there yet?
Believe it or not, many corporate organizations (and some communications agencies) have not yet reached digital maturity. Many lag behind the general public’s ability to adapt to the new digital marketplace. This session provides you an insight into key markers of what a digitally mature organization looks and acts like.
Transform Today, Thrive Tomorrow: a Data Strategy for Digital TransformationPaul Lewis
Companies are implementing growth-based Digital Transformation strategies as they compete among new digital disruptors. Digital disruptors such as AirBnB and Uber have turned hotels and taxi cabs upside down. Even large, profitable sectors like banking are being threatened by FinTech firms like Alibaba. Across all industries, digital disruptors are using analytics, mobility, social and smart, connected devices to transform operations, customer experience, and business models.
Transformation is not easy, and there is a fundamental gap in how the business views digital transformation initiatives and how the IT organization views its domain. The gap is made worse by the legacy processes, systems and skillsets that are still predominate in most enterprise IT organizations. For IT to remain relevant, it needs a new paradigm that supports the rapid pace and new technologies powering the digital enterprise – a new paradigm that can also incorporate traditional, mission-critical IT systems and applications. That new paradigm centers on the critical enabler of digital transformation – DATA
These presentations delivered by Tim Barker from Datasift and marketing strategist Mat Morrison.
Tim looked at how to use facebook topic data to create customer insight and inform marketing decisions.
Mat looked at the true value of social influence and how to use social data to make marketing decisions.
Here are 5 Digital Transformation that will help you transform your company.
To know more details, visit us at : https://mitidinnovation.com/recreation/5-digital-transformation-that-will-help-transform-your-company/
SEO and Ecommerce Trends - Kerridge Partner DayGenerate UK
This is the slide deck presented by Mike Robinson (Generate UK) at the recent Kerridge Partner day.
The slides cover how to benchmark your current position, why it is important to have a strategy and then explores some key digital marketing trends.
Roll Your Own Customer Experience Platform By Cleve GibbonMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Rolling Your Own Customer Experience Platform. PRESENTATION: Rolling Your Own Customer Experience Platform - Given by Cleve Gibbon - @cognifide - Chief Marketing Technology Officer - Cognifide. #MarTech DAY1
Digital first really means customer first without compromise. That is what I learned from visiting more than 50 leading companies in this field of expertise. This presentation shows you the key trends of consumer behavior. This is about the consumer in the future. It's about the consumer in 2020. But the real question is how to deal with this customer. And that is where customer centricity comes in. The digital world creates new opportunities to create new experiences for consumers. This deck takes you on this journey
Olapic and Movable Ink's webinar presentation, which reviews the 2016 customer-centric digital trends discussed at an industry breakfast event between TalkTalk, Wool and The Gang and Venture Beat.
In this webinar presentation you’ll learn:
-2015 insights into customer online buying behavior
-3 major customer-centric digital marketing trends for 2016
-Leveraging digital trends with Google Customer Match Advertising
VIdaan, amazing logo designer company in Delhi. Vidaan aims to grow and grow along with its clients backed with the decade above expertise and strategies that aided in serving domestic and international business giants. These prolonged years of experience aid us to take care of various business requirements meticulously and reliably delivering results that bring smiles to our clients.
Digital Transformation - Institute of Fundraising National Convention (06/07/...Purple Vision
Steve Thomas and Bertie Bosredon share their vision for Digital Transformation in this session at the 2015 IoF Fundraising Convention. Covering everything from what to how, this presentation offers insights into how your charity or non profit can develop and transform itself digitally.
Business and Technology Advice from the World's Top ExecutivesVala Afshar
Each week, senior executives and prominent thought leaders join Vala Afshar and Michael Krigsman on CXOTalk to explore the impact of technology on innovation and disruption in the enterprise.
This is a collection of some of the best words of advice these business and technology experts have shared on the show.
What's the relationship between digital disruption and digital transformation? How can organisations manage their digital transformations better and achieve their business transformations faster? What role does digital culture play and how do you develop a digital culture?
New Zealand businesses and government agencies are all facing the effects of digital technology and responding to the changing nature of market expectations.
In this presentation, delivered at Solnet's CXO Digital Transformation seminars, Phil Coop, (Digital Transformation Director, Solnet) discusses the roles of focus, innovation, team structure, culture, data, and UX as ingredients to a successful digital transformation.
How finland is embracing digital transformationAndreas Korczak
The study is taken a deeper look at the current state of digitalization in Finland based on 22 interviews of leading commercial and public organizations. Questions discussed are
- Why to go digital
- What´s in scope for digitalization
- How to implement digital capabilities
Navigating Modern Marketing, Digital Transformation and InnovationFred Isbell
The world of marketing is undergoing unprecedented transformation. Trends such as Digital Transformation and Innovations including Cloud, Social Media and Big Data and Analytics have redefined the landscape of marketing technology. The Modern Marketer must combine both art and science to meet the constantly changing needs of stakeholders and the marketplace. In this session, we’ll examine the characteristics of a successful Modern Marketer, look at technology as a key enabler to Transformation and Innovation, address best practices for Thought Leadership and storytelling and examine the required skills for Modern Marketing.
The Digital Leaders Masterclass will showcase a selection of expert insights from five industry leaders who will share their experience and thought leadership on the big issues, industry trends and innovative strategies that will help deliver excellence in online marketing performance.
The masterclass is a must attend for digital marketers who want to develop a greater insight into the holistic world of digital, a world that demands greater connectivity across all digital functions. Hot topics include: search, content marketing, social media, data analysis & insight and online brand reputation management.
The gap in skills needed to compete in an increasingly digital world is a major issue for most organisations. Recognising this gap is one thing, doing something about it is a much bigger challenge.
This White Paper contains a structured approach that has been learned across different businesses over 17 years.
The gap in skills needed to compete in an increasingly digital world is a major issue for most organisations. Recognising this gap is one thing, doing something about it is a much bigger challenge.
This White Paper contains a structured approach
that has been learned across different businesses
over 17 years.
Are you a Digital Transformation leader? Can you create a high-performance strategy in the digital age? Have you got what it takes to avoid the tumbling barrels of distracting digital tactics, over hyped technology or the belief that your market is immune to disruption? Have you allocated the right resources to deliver a focused plan of transformation?
DevDigital Presentation: How Much Are Your Digital Assets Worth?maggiedevdig
Every business is now a digital business and those where the full C-Suite understand the benefits of this are those that will be most successful.Executive leadership teams must recognize that the separation between technology and business has vanished, and that understanding and using technologies is now the key to any long lasting success.
This year’s MIT Sloan Management Review and Deloitte global study of digital business found that digital transformation isn’t really about the technologies. Instead, it stems from how companies integrate them to transform their businesses and how they work.
Explore more findings from the 2015 digital business global executive study and research project: http://deloi.tt/2flnRZ8
How do museums and other cultural organizations identify exactly how big their digital teams should be, how they should be structured, and where they should sit in the organization? And how do they define and measure digital success? We surveyed 56 GLAM organizations across the world to find out some of the answers to the questions that digital leaders are asking right now. In this paper we examine how these organizations are re-configuring their digital teams to define and drive success, and identify the patterns that are beginning to emerge.
We explore the changing structures and relationships that digital teams have with colleagues, and what this means for digital responsibility in the organization. We include key insights and practical advice to help organizations of all sizes understand how best to structure their digital teams—by revealing what works and what doesn’t—and help them identify the skills needed. Through a series of interviews with colleagues across the UK, US, Canada, Australia, New Zealand, and Europe, we explore how digital leaders are re-defining the role and mandate of a digital team.
Our findings reveal that none of us have yet embraced full digital maturity. The majority are still using a centralized model, but aspire for digital to become distributed across the organization. Yet that won’t happen until we tackle a significant underinvestment in digital skills (most notably in data analysis and technical leadership), and until we begin to set—and measure—realistic objectives for digital success.
This study presents a global picture of how digital is being shaped in museums, and conversely, how it is shaping our museums and cultural institutions today; we suggest next steps in helping organizations on their journeys to digital maturity.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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3. @AshleyFriedlein 3
Digital Transformation
• The journey towards being a
digital organisation
• “Digital” means:
– Focusing on the customer
experience irrespective of channel
– Having a digital culture
4. @AshleyFriedlein 4
The 7 defining characteristics of a digital culture
1. Customer-centric
2. Data-driven
3. Makers & Doers
4. Transparent
5. Collaborative
6. Learning
7. Agile
5. @AshleyFriedlein 5
“Organizations are structured
around control mechanisms
and reporting, not around
capabilities and outcomes."
“Organizing Marketing in the Digital Age”, Econsultancy, 2015
9. @AshleyFriedlein 9
The rise of the Chief Digital Officer (CDO)…
Now 1,000+ CDOs globally and the number has
doubled every year for the last few years.
Gartner predicted 25% of businesses would have
a CDO by the end of this year.
According to the
CDO Club salaries
for a Chief Digital
Officer range from
$89,000 to
$600,000, with the
median falling
between $250,000
and $300,000.
11. @AshleyFriedlein 11
What I learned about CDOs
• ‘Ambassador’ CDO vs ‘Transformer’ CDO
• CDO + CMO not a great idea
• CDO runs marketing, digital/tech, product
• CDOs next job? CEO.
12. @AshleyFriedlein 12
What I learned about CCOs
• Strategic driver = competitive advantage through
customer-centricity and integrated channels
• Big teams and P&L responsibility
• CCO combines CDO and CMO roles
• CCOs have significant, if not complete, control of
technology, data, digital, insight, innovation. In some
cases customer service and, depending on company size,
all the physical (store, branch, call centre etc) operations.
• CCOs next job? CEO.
13. @AshleyFriedlein 13
The five stage of evolution towards true multi-
channel customer-centricity
5
Job done
CEO
(and CMO,
CTO, CFO etc)
4
Business
Transformation
Chief Customer
Officer
3
Digital Leader
‘Transformer’
Chief Digital
Officer
1
Digital Team
Head of Digital
2
Digital
Figurehead
‘Ambassador’
Chief Digital
Officer
15. @AshleyFriedlein
Tate
3.7• Published in 2013
• Third iteration of
digital strategy
• Published under
Creative
Commons
• “Digital as a
Dimension of
Everything”
16. @AshleyFriedlein
Capital One
3.9• A bank creating
differentiated experience
through digital
• “Digital is who we are
and how we do
business.” Richard
Fairbank, CEO
• 100% agile adoption
19. @AshleyFriedlein
“I will focus on … the
convergence and
integration of our retail
and e-commerce, digital,
card and mobile assets
around the world …
develop "next-generation
retailing"
Starbucks
4.6
20. @AshleyFriedlein 20
Future competitive (martech) advantage?
1. Join up data and systems, then…
2. Deliver experiences that are consistent, synced
and responsive across devices/channels, then…
3. Make them personalised, proactive and
contextual
“The era of living services”
FJORD