Digital Transformation Without CEO Support?
The promise of “digital transformation” is everywhere these days, but new research indicates it’s just lip service in many organizations.
In its 2016 CMO Digital Benchmark Study, Leapfrog Marketing Institute found chief marketing officers (CMOs) and chief information officers (CIOs) feel their chief executive officers (CEOs) lack a “strong commitment to digital transformation.” Only 1/3 of executives reported that the C-suite is “highly committed” to digital transformation, yet about 1/4 of executives stated the C-suite views customer-centric strategies as “extremely important.” Can catering to consumers happen without digital transformation? The chances are slim especially considering the needs of consumers are not being met, particularly on mobile.
According to survey respondents, mobile continues to be the weakest sales channel (55 percent). The responses are similar to other research, like that from Adobe. For example, for the first time, Adobe predicts mobile will exceed desktop shopping visits for the full holiday season (53 percent) this year, yet mobile will only contribute to 34 percent of online sales (a 19 percent gap between visits).
Likewise, Leapfrog Marketing Institute’s survey found marketers’ satisfaction level is lower than technology executives in using digital and mobile channels to drive sales (38 percent versus 62 percent). This could speak to the difference in delivering a function versus delivering business outcomes.