Deloitte’s Marketing Chief on Reimagining Your Business Model as Technology Transforms the Industry

Diana O’Brien also describes what it means to be a modern CMO

Diana O’Brien says being a modern CMO requires both creative and technology skills.
Headshot of Lauren Johnson

CANNES, France—As brands increasingly go through so-called digital transformations, marketers will be forced to shake up the C-suite and make additional changes to leadership and technology, according to Deloitte’s CMO Diana O’Brien.
“Every business will reimagine what their business model is. The business lines have been redrawn,” O’Brien said. “As they enter into that space and they start to figure out the business models that will work in the future so they can be profitable and effective and capture the hearts and minds of their customers, everything’s on the table. Everything’s going to change.”
That’s not to say that change is easy.
“They can at times feel bureaucratic, so you have to be thoughtful and purposeful about how you infuse innovation into your everyday and how you think about creativity,” she said.
Check out the video above in which O’Brien also discusses the role of a tech-savvy CMO and why Deloitte started a venture fund.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.