Why the CMO Should Not Lead Enterprise Digital Transformation

Several months ago, Prophet Inc., the parent company of the renowned digital research firm Altimeter, released a study extending its 2014 research on who will lead corporate digital transformation. The survey of over 500 digital‑industry executives sparked a wave of industry content proclaiming the Chief Marketing Officer (CMO) as the winner when it comes to leading digital transformation.

At first glance, the study appears valuable, especially because the primary driver for most companies to embark on digital transformation is new customer demand. With technology driving new user‑experience expectations, firms that want not only to survive but also to thrive in a rapidly changing technological era must transform to keep customers satisfied. However, the reason for transformation and the process of transformation are not the same, which means the CMO cannot lead the entire effort, even though the role can still contribute to success.

I divide digital transformation into three parts: people transformation, process transformation, and security transformation. While a CMO might lead the people aspect and may possess some of the skills needed for process changes, I wager they are not prepared to lead the security aspect. Although people are at the core of organizational change, re‑examining broad business processes, understanding their technological impact, and creating a secure environment prove that no single executive can lead all three.

This is why I firmly believe digital transformation must be a CEO‑driven initiative, with the Chief Operating Officer, Chief Information Officer, and other core leaders from operations, finance, and related departments working together harmoniously to achieve true transformation. Many companies now appoint a Chief Digital Officer (CDO) as the liaison among department heads to ensure cross‑functional transformation proceeds as smoothly as possible.

In a short video, I explore in depth why the CMO cannot take on the responsibility of leading enterprise‑wide digital transformation.