Gartner Research

CMO Perspective: Develop a Digital Vision That Sticks

Published: 04 April 2017

ID: G00321073

Analyst(s): Jake Sorofman

Summary

CMOs face resistance in driving digital change when stakeholders lack a contextual understanding of the urgency for change and consequences of inaction. Use this research to help craft and communicate a vision for change that galvanizes support and mobilizes action.

Table Of Contents

Upshot

Analysis

  • Phase 1: Condition Stakeholders for Change
    • Scan Your Environment
    • Make the Abstract Concrete
  • Phase 2: Contextualize the Change to Your Business
    • Focus on Business Results
    • Channel Your Customer
    • Explore the Jobs to Be Done
    • Define a to-Be Vision
    • Evaluate Your as-Is Environment
  • Phase 3: Translate the Vision Into Action
    • Identify a Beachhead
    • Align Stakeholders
    • Define a Cross-Functional Work Plan
    • Secure and Merchandise Early Wins

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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