The role of the CIO in generating revenue.M a r c e l o D e S a n t i s | C I O A C A D E M Y

About Marcelo • Head of Information Systems and Business Services at

Mondelēz Asia Pacific.

• 15+ years of leading business transformation

leveraging technology, processes and shared services

across consulting, telco, financial services,

pharmaceutical and FMCG industries.

• A digital strategist driving the adoption of e-commerce,

social and mobile to build profitable connections with

consumer, retailers and brands.

• A global leader that lived and worked in Asia Pacific,

Latin America and North America.

• MBA, Bachelor’s Degree on Computer Sciences &

Certificate in Digital Marketing.

• Actively support non-profits committed to improve

the lives of disadvantaged children.

Digital provides a clear opportunity for CIOs to become revenue generators.

First, what is Digital Transformation ?

“ The realignment of - or new investment - in technology and

business models to more effectively engage digital customers at

every touch-point in the customer experience lifecycle.”

Digital technologies are continuously shifting and growing.

Digital technologies enable new business models as well as transform internal business processes.

Uber is a new

business - and

business model-

connecting

people’s need for

a ride with drivers

& their cars

through an App in

your smartphone.

Google

augments its

customer

experience and

offers a same-

day shopping

service from

local retail stores

to your doorstep.

ING humanizing

the mobile banking

experience. They

let you log-in using

your fingerprints

and use your voice

to command the

mobile.

Mondelez

International

making T&E

mobile &

paperless while

simplifying and

standardizing

processes and

systems.

Cost Control

Enable new Business

Models

Market Disruptors

Heightened Customer

Demands

Economic Impacts

Aid with Business Problem Solving

Governance, Regulation and

Security

Advances in Techonology (e.g.,

Cloud, CoIT, etc.)

Optimize IT cost

Manage Technology

Disruptors

IT Performance and

Responsiveness

Revenue Growth

CIOs can lead the digital agenda but must shift focus to win the customer.

Employees demands

on BYOD

Standardize business process

CMO are also equipped to lead digital agenda.

So … who is to lead ?So … who is to lead ?

The most capable

Capable means to have a balanced set of skills to collaborate across the business and deliver the results with excellence.

Broad Knowledge /

Ability to collaborate

Specific Knowledge/

Specialization

1- Business

Acumen

Acts as a CEO guiding, recommending and/or making

business decisions at CxO level. Strong understanding

of the financial, accounting, marketing and operational

functions of the organization. Broad industry knowledge.

2- Leadership Takes a long-term view and acts as an entrepreneur for

organizational change; builds a shared vision with

others. Influences others to translate vision into action.

3- Stakeholder

Management

Achieves vision and goals by building consensus.

Creates an atmosphere of collaboration and

interdependence. Facilitates "win-win" situations. It is

considered highly trustable by the organization.

4- Change

Management

Transitions individuals, teams, and organization to the

desired future state while managing and resolving

conflicts a in a positive and constructive manner.

A point of view on the ones critical to collaborate across the organization.

1- IT Mastery Consistently deliver excellent results on company

transformation initiatives related to processes, systems

and related infrastructure. Can articulate the value of IT

investments in business terms. Makes employees

productive, mobile and connected.

2- Business

Process

Management

Leads the organization to think “process first”. Defines,

implements, adopts and leverages business processes to

ensure enterprise simplicity, agility and productivity.

3- S(ocial)

M(obile)

A(nalitics)

C(loud)

Provides leadership to customer and employee digital

experiences. Leads the continued digitization of business

models and processes leveraging social, mobile,

analytics and cloud-enabled technologies. Masters Rapid

Application Development methods to accelerate

business results.

4- IT Security and

Data Privacy

Establishes and maintains the enterprise vision, strategy

and program to ensure information assets and

technologies are adequately protected. Advises and

educates CxO on data privacy and security matters.

A point of view on the ones critical to deliver results with excellence.

① Business Acumen

② Leadership

③ Stakeholder Management

④ Change Management

① IT Mastery

② Business Process Mgt.

③ SMAC

④ IT Security & Data Privacy

Bonus track: From the “T” to the “Pi”. Building a rounded digital executive

Master the fundamentals of:

① Marketing

② Content Marketing

Mondelez story M a r c e l o D e S a n t i s | C I O A C A D E M Y

Mondelez story – driving revenue growth through a digital consumer experience.

The briefing …

• Focus on gifting occasion.

• A digital consumer experience that

responds to the impulse of gifting and

is: social, simple, fast & “anytime,

anywhere”.

• A win-win for brand, consumer and

retailer.

Our journey: Entrepreneurship, collaboration, experimentation, results &lessons learnt.

Set up XFunctionalDigital Council

Educate CxO

Inventory Digital Assets

Define Strategic Framework

Identify Experiments

Co-create w/startups & partners

Deliver, learn & repeat

1

2

3

4

5

6

7

Key take away

1 Run enterprise IT better than anyone else.

2 Act as an entrepreneur. Have a vision on how digital will transform

and grow your business – and know how to make it happen.

3 Focus on building support to the vision. Build the necessary CxO

relationships - start with CMO- and invite them co-create with you.

4 Assemble a X-Functional team to support the execution – include

agencies and startups - and learn how fast they work and deliver

results.

5 Secure funding for selected experiments sponsored by CxO

members. Make sure that you measure the results but also value the

learning that you will get from them.

6 Educate, educate, educate; your colleagues and yourself. Learn

from startups and agencies – digital continuously evolves.

You are already capable.