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DIGITAL TRANSFORMATION STARTS AT THE TOP

Digital Transformation Starts At The Top

Managing Director of Digital Transformation, Tod Rathbone, spoke with eMarketer on the changing nature of digital transformation.

Without support from the C-suite, digital transformation is “doomed to fail,” says Tod Rathbone.

According to Rathbone, in large organizations, different departments are often not designed or encouraged to work together. And the only way to fix this is with the support of top-level management.

“In most companies, unless senior management is behind a clear vision of what the future could look like, no one feels it is a strong enough, unifying mandate,” Rathbone said.

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Tags:
digital transformation