The presentation discuss the disruptive nature of digital technologies, the challenges of the CIO position and provides a point of view on what are the skills for CIOs to lead revenue growth leveraging Social, Mobile, Analytics and Cloud technologies.

1. The role of the CIO in
generating revenue.
Marcelo D e Sant is | C IO A C A D EMY

2. About Marcelo • Head of Information Systems and Business Services at
Mondelēz Asia Pacific.
• 15+ years of leading business transformation
leveraging technology, processes and shared services
across consulting, telco, financial services,
pharmaceutical and FMCG industries.
• A digital strategist driving the adoption of e-commerce,
social and mobile to build profitable connections with
consumer, retailers and brands.
• A global leader that lived and worked in Asia Pacific,
Latin America and North America.
• MBA, Bachelor’s Degree on Computer Sciences &
Certificate in Digital Marketing.
• Actively support non-profits committed to improve
the lives of disadvantaged children.

3. Digital provides a clear opportunity for
CIOs to become revenue generators.

4. First, what is Digital Transformation ?
“ The realignment of - or new investment - in technology and
business models to more effectively engage digital customers at
every touch-point in the customer experience lifecycle.”

5. Digital technologies are continuously
shifting and growing.

6. Digital technologies enable new business
models as well as transform internal business
processes.
Uber is a new
business - and
business model-
connecting
people’s need for
a ride with drivers
& their cars
through an App in
your smartphone.
Google
augments its
customer
experience and
offers a same-
day shopping
service from
local retail stores
to your doorstep.
ING humanizing
the mobile banking
experience. They
let you log-in using
your fingerprints
and use your voice
to command the
mobile.
Mondelez
International
making T&E
mobile &
paperless while
simplifying and
standardizing
processes and
systems.

7. Cost Control
Enable new Business
Models
Market Disruptors
Heightened Customer
Demands
Economic Impacts
Aid with Business Problem Solving
Governance, Regulation and
Security
Advances in Techonology (e.g.,
Cloud, CoIT, etc.)
Optimize IT cost
Manage Technology
Disruptors
IT Performance and
Responsiveness
Revenue Growth
CIOs can lead the digital agenda but must
shift focus to win the customer.
Employees demands
on BYOD
Standardize business process

8. CMO are also equipped to lead digital agenda.

9. So … who is to lead ?So … who is to lead ?

10. The most capable

11. Capable means to have a balanced set of
skills to collaborate across the business and
deliver the results with excellence.
Broad Knowledge /
Ability to collaborate
Specific Knowledge/
Specialization

12. 1- Business
Acumen
Acts as a CEO guiding, recommending and/or making
business decisions at CxO level. Strong understanding
of the financial, accounting, marketing and operational
functions of the organization. Broad industry knowledge.
2- Leadership Takes a long-term view and acts as an entrepreneur for
organizational change; builds a shared vision with
others. Influences others to translate vision into action.
3- Stakeholder
Management
Achieves vision and goals by building consensus.
Creates an atmosphere of collaboration and
interdependence. Facilitates "win-win" situations. It is
considered highly trustable by the organization.
4- Change
Management
Transitions individuals, teams, and organization to the
desired future state while managing and resolving
conflicts a in a positive and constructive manner.
A point of view on the ones critical to
collaborate across the organization.

13. 1- IT Mastery Consistently deliver excellent results on company
transformation initiatives related to processes, systems
and related infrastructure. Can articulate the value of IT
investments in business terms. Makes employees
productive, mobile and connected.
2- Business
Process
Management
Leads the organization to think “process first”. Defines,
implements, adopts and leverages business processes to
ensure enterprise simplicity, agility and productivity.
3- S(ocial)
M(obile)
A(nalitics)
C(loud)
Provides leadership to customer and employee digital
experiences. Leads the continued digitization of business
models and processes leveraging social, mobile,
analytics and cloud-enabled technologies. Masters Rapid
Application Development methods to accelerate
business results.
4- IT Security and
Data Privacy
Establishes and maintains the enterprise vision, strategy
and program to ensure information assets and
technologies are adequately protected. Advises and
educates CxO on data privacy and security matters.
A point of view on the ones critical to
deliver results with excellence.

14. ① Business Acumen
② Leadership
③ Stakeholder Management
④ Change Management
① IT Mastery
② Business Process Mgt.
③ SMAC
④ IT Security & Data Privacy
Bonus track: From the “T” to the “Pi”.
Building a rounded digital executive
Master the fundamentals of:
① Marketing
② Content Marketing

15. Mondelez story
Marcelo D e Sant is | C IO A C A D EMY

16. Mondelez story – driving revenue growth
through a digital consumer experience.
The briefing …
• Focus on gifting occasion.
• A digital consumer experience that
responds to the impulse of gifting and
is: social, simple, fast & “anytime,
anywhere”.
• A win-win for brand, consumer and
retailer.

17. Our journey: Entrepreneurship,
collaboration, experimentation, results &
lessons learnt.
Set up
XFunctional
Digital Council
Educate
CxO
Inventory
Digital
Assets
Define
Strategic
Framework
Identify
Experiments
Co-create
w/startups
& partners
Deliver,
learn &
repeat
1
2
3
4
5
6
7

18. Key take away
1 Run enterprise IT better than anyone else.
2 Act as an entrepreneur. Have a vision on how digital will transform
and grow your business – and know how to make it happen.
3 Focus on building support to the vision. Build the necessary CxO
relationships - start with CMO- and invite them co-create with you.
4 Assemble a X-Functional team to support the execution – include
agencies and startups - and learn how fast they work and deliver
results.
5 Secure funding for selected experiments sponsored by CxO
members. Make sure that you measure the results but also value the
learning that you will get from them.
6 Educate, educate, educate; your colleagues and yourself. Learn
from startups and agencies – digital continuously evolves.

19. You are already capable.