The C-level battle for CX. How marketing can lead digital transformation.
With customer experience (CX) at the center of many digital transformation initiatives, CDOs and CIOs often stake their claim. How then should CMOs work with other C-levels to properly align CX along all touchpoints of the customer journey throughout continual transformation? And who really owns, and should own, the customer experience?
Sitting in a unique spot within a pioneer brand that is influencing the way digital transformation is scaled, adopted and implemented by the world’s most influential enterprises, Tania Salarvand from ThoughtWorks will share how the role of marketing is evolving in the process. From her first-person observations, she will present the ways marketing can lead and sculpt digital transformation, how to integrate marketing with digital teams, and what skills and tools are needed to do it.
In this talk, you will learn:
Why there’s really no such thing as “digital transformation” anymore
How to change the culture of a siloed organization when you’re thinking digital
Where there are clear and clean lines between roles and where there shouldn’t be