Why businesses must rethink how they lead digital
Digital is no longer a department – it’s the backbone of modern business. It touches everything: customer experience, data flows, operational systems, marketing channels, and internal communications. Yet many organisations still struggle to define what “digital” actually means for them.
The Traditional View: Fragmented and Flawed
Historically, digital was split between two domains:
- IT managed the technical infrastructure
- Marketing owned the digital channel
This siloed approach is no longer fit for purpose. Digital isn’t a bolt-on – it’s a strategic enabler that spans platforms, processes, and people. It underpins how businesses operate, communicate, and grow.
A Better Model: Strategy First, Tech Last
At Digital Rehab, we advocate a shift in thinking.
Instead of defining digital by technology first, we recommend this order of influence:
Business Strategy → Marketing Needs → Technology Enablement
This approach ensures digital initiatives are aligned with commercial goals, customer expectations, and operational realities—not just technical capabilities.
Enter the Chief Digital Officer (CDO)
To meet the demands of a digital-first world, many organisations are introducing a new executive role: the Chief Digital Officer.
The CDO blends digital expertise with general management acumen. They’re responsible for:
- Coordinating digital strategy and delivery
- Overseeing mobile, social, and content platforms
- Driving digital product development
- Managing data, platforms, and customer-facing technologies
In short, the CDO sits at the intersection of business, technology, and customer experience.
A Role on the Rise
Gartner predicted that by 2015, 25% of businesses would have a CDO.
David Willis, VP Analyst at Gartner, said:
“The Chief Digital Officer will prove to be the most exciting strategic role in the decade ahead… They play in the place where the enterprise meets the customer, where the revenue is generated. That’s a long way from running back-office IT – and it’s full of opportunity.”
Final Thought
Digital leadership can no longer be fragmented. Businesses must define what digital means for them – and appoint leaders who can unify strategy, marketing, and technology under one vision.
