During my sullen teenage years my father invented a nonsensical, rhetorical question to proffer when conversation ran dry. During particularly quiet moments he’d ask, “So you want to be a movie star?” No, I did not want to be a movie star, but I’d play along and invent similarly nonsensical answers: “Yes, but my agent won’t return my calls,” or “Yes, but Molly Ringwald keeps getting all of my parts” and so on. He still asks to this day and so in this New Year I will ask all of you a related but non-rhetorical question: So you want to be a Chief Digital Officer (CDO)?
Many Forrester analysts and others have taken note of the rise of and need for this position to oversee digital business. Indeed, the rapid and colossal impact of digital disruption is overhauling products, inverting category economics, and redefining customer relationships, requiring new focus and leadership. Where will these CDOs come from? Firms will promote Chief Digital Officers (CDOs) from business units and departments that face the most disruption. In firms that sell products and services directly to customers, we believe that eBusiness and channel strategy professionals are well positioned for a Darwinian rise into the CDO ranks. It’s already happening in firms like Finish Line, Dollar Thrifty Automotive, and MetLife. Many executives in your company see themselves on a similar path — interactive marketers, enterprise architects, and even some CIOs. eBusiness and Channel Strategy Professionals looking to advance their careers must: