The digital transformation of organisations is forcing senior executives to rethink leadership and all key aspects that come with it. The subject is high on business leaders’ agendas according to McKinsey & Co: “As businesses continue to embrace digital tools and technologies, C level executives say they are stepping up their own involvement in shaping and driving digital strategies. This is vital to the success of digital programs, as survey respondents most often cite a lack of senior-management interest as the reason for an initiative’s failure.“
So how should senior managers change their approach to leadership of marketing teams? And how can they support their marketing teams in regards to the shift of skills needed in today's digitally driven world?