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The original in-depth and personal interview revealed how Becher (at the time the Global CMO at SAP) defined \u201csocial business\u201d and how it enabled him to profitably manage marketing within a massive 77,000 employee, 20 billion dollar organization.\n\nThrough this transition to digitizing a business model, Becher has become a true cultural change agent. Over the course of the past 16 months, he and his team have identified six key mindset issues that get in the way of a business becoming more digitally affluent; some of which he shares with me during our talk. He has also gained a revolutionary perspective on the widely recognized focus on customer experience by taking it to the next level: complete business model transformation.\n\nIn This Interview:\n\nThe most common (and extremely different) definitions of what it means to be a \u201cChief Digital Officer\u201d\n\nWhy cultural change agents need to be firmly planted in the middle of an organization and not sequestered to the outside edge\n\nHow hiring a consultant can lead to blocking cultural changes\n\nWhy a mindset of experimentation means rephrasing the idea of failure\n\nHow a successful shift to focusing on customer experience leads to a change of your business model\n\nQuotes From This Interview:\n\n\u201cA lot of the adjectives we used to use in marketing (social marketing, or social media marketing, etc) have gone away so it\u2019s just marketing.\u201d \u2014@jbecher\n\n\u201cIf your mental model is all digital and if you\u2019re in a company that\u2019s traditionally not done digital, there\u2019s some back-end infrastructure to share but not the stuff that you would expect.\u201d \u2014@jbecher\n\n\u201cNo matter how much time I spent digitizing marketing, if the rest of the company wasn\u2019t synchronized and often digitized, it was going to be hard to prove impact.\u201d \u2014@jbecher\n\n\u201cWhen you are doing digital transformation, the disruption you\u2019re doing isn\u2019t really to your competitor but it\u2019s normally to your existing business model. 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In 2014, I interviewed Becher as part of my #Substance series.The original\u00a0in-depth and personal interview revealed how Becher (at the time the Global CMO at SAP) defined \u201csocial business\u201d and\u00a0how it enabled him to profitably manage marketing within a massive 77,000 employee, 20 billion dollar organization.Through this transition to digitizing a business model,\u00a0Becher has become a true cultural change agent.Over the course of the past 16 months, he and his team have identified\u00a0six key mindset issues\u00a0that get in the way of a business becoming more digitally affluent; some of which he shares with me during our talk. He has also\u00a0gained a revolutionary perspective on the widely recognized focus on customer experience\u00a0by taking it to the next level:\u00a0complete\u00a0business model transformation.      Business transformation: Start with people, or don’t bother starting                For successful business transformation, leaders must take a people-first approach. Learn the benefits of putting people first in transformation projects, including a better bottom line.      Interview key takesThe most common (and extremely different) definitions of what it means to be a Chief Digital OfficerWhy cultural change agents need to be firmly planted in the middle of an organization and not sequestered to the outside edgeHow hiring a consultant can lead to blocking cultural changesWhy a mindset of experimentation means rephrasing the idea of failureHow a successful shift to focusing on customer experience leads to a change of your business modelThis content is hosted by a third party ( youtube.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowTop quotes from a Chief Digital Officer\u201cA lot of the adjectives we used to use in marketing (social marketing, or social media marketing, etc) have gone away so it\u2019s\u00a0just marketing.\u201d \u2014@jbecher\u201cIf your mental model is all digital and if you\u2019re in a company that\u2019s traditionally not done digital, there\u2019s some back-end infrastructure to share but not the stuff that you would expect.\u201d \u2014@jbecher\u201cNo matter how much time I spent digitizing marketing, if the rest of the company wasn\u2019t synchronized and often digitized,\u00a0it was going to be hard to prove impact.\u201d \u2014@jbecher\u201cWhen you are doing digital transformation, the disruption you\u2019re doing isn\u2019t really to your competitor but it\u2019s normally to your existing business model. And\u00a0companies don\u2019t like disruptions to their existing business model.\u201d \u2014@jbecher\u201cPeople are recognizing now that only changing the experience without also changing the business model means you didn\u2019t really digitally transform.\u201d \u2014@jbecher\u201cWhile we have done a decent job of going from data to analytics,\u00a0we have done a terrible job of going from analytics to action.\u201d \u2014@jbecher  Crush revenue + growth targets.Power up your competitive edge.Win customers.It all begins HERE. "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2016","item":"https:\/\/www.the-future-of-commerce.com\/2016\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"01","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/06\/\/01\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Creating a digital shift with Jonathan Becher, Chief Digital Officer at SAP","item":"https:\/\/www.the-future-of-commerce.com\/2016\/06\/01\/jonathan-becher-chief-digital-officer-at-sap\/#breadcrumbitem"}]}]