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Digital Marketing: Embrace change or Play Russian Roulette

This is the second part of a two-part conversation with Acquia's Chief Marketing Officer Tom Wentworth. In it we discuss Tom's understanding of data-driven marketing, the rise of the "Chief Digital Officer", and choosing a future friendly digital platform for your business.

Acquia Says Open Source Helps Enterprises Thrive in Today’s Digital Disruption [April 16, 2013]

Submitted on
Tuesday, April 16, 2013
,
Sandhill.com

Enterprises are rapidly adopting open-source software to achieve value far beyond just lowering costs. Tom Wentworth, CMO at open-source provider Acquia, discusses how open source addresses trends in evolving enterprise needs and shares examples of return on investment that enterprises achieve through open source.

Enterprises, like all businesses today, are trying to survive in a time of digital disruption. The market is beyond competitive. Look at how digital pioneers like Netflix and Amazon have transformed their industries. It’s only a matter of time before that happens to every industry, if they aren’t ready to innovate.

Open source allows enterprise business to place its bet on the freedom to innovate. The global developer communities bring unforeseen development speed, and the lack of high license fees mean that resources can be invested in a great digital experience. Most importantly, though, open source provides the freedom to innovate, plan out your own product road map, and respond quickly to market demands. That equals survival.

Why You Need a Chief Digital Officer [March 27, 2013]

Submitted on
Wednesday, March 27, 2013
,
The Wall Street Journal

By Tom Erickson, Acquia CEO

The chief digital officer, a relatively recent addition to the C-Suite, is already making his influence felt on today’s technological landscape and, by extension, everyday living. Companies that have yet to hire a CDO, but who regard a great digital customer experience as core to the business, should consider making room for one.

From morning coffee (Starbucks Corp. has a chief digital officer) to the evening panel discussion at the local university (Harvard University has one as well), there’s now a CDO considering the digital implications of experiences that you might not expect. Going through Times Square, I’m reminded that NYC now has its own chief digital officer, that there’s a CDO at the nearby CVS Caremark Corp., and a CDO at the New York Stock Exchange.

It’s fairly easy to pinpoint the trickle-down difference at this everyday level, compared to the days prior the appearance of the chief digital officer. Whether you’re Whole Foods Market Inc. or Warner Music, you now likely have somebody — even if he or she doesn’t have a CDO title — with full responsibility for how technology frames the customer experience. It’s at this personal interaction level where the CDO’s impact is most keenly felt.

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