【CXO观点】阿里巴巴CMO董本洪：关于品牌数字化转型的三句真心话

3月14日，在中欧国际工商学院举办的首届CMO论增长峰会上，来自学术界、平台方、品牌方、代理商的嘉宾们就“品牌增长”的话题畅所欲言，其中，作为阿里巴巴商业操作系统营销组件的“全域营销”成为大家口中的高频词。

作为全域营销的创办者和推动者，阿里巴巴集团首席市场官董本洪在当日下午也做了总结性发言，他把品牌数字化转型升级比喻为一场真心话大冒险的历程，并分享了他关于品牌数字化转型的三句真心话。CXO UNION-CXO联盟（cxounion.cn）

真心话一：“数据技术能释放极大的商业价值，具有确定性。”

董本洪认为，现在已经几乎没有品牌怀疑数据的价值，但是对于数据能释放多大的价值，这个认识仍然有很大的差异。阿里巴巴作为平台方，能看到不同品牌运用数据做营销的情况，已经有大量的品牌在用这股新力量发现需求、创造需求、带来增长。

在他看来，数字化转型并不是零和游戏，是因为数据技术让存量市场的边界拓宽了，市场份额不等于市场存量，有些品牌已经通过数据找到新蓝海，刺激创新能量，开始满足新的需求、带来增长。CXO UNION-CXO联盟（cxounion.cn）

真心话二：“如果你的品牌还没有感受到数字化转型的力量，痛点可能来自于你的组织架构。”

品牌在认同了数据的极大价值后，或多或少也在进行探索，但为什么创新和爆发力并没有发生在每一个品牌？对此，董本洪认为，数字化转型的不确定性，很大程度来自于组织架构。“我们往往太聚焦数据的问题、营销的问题了，我认为问题不在这里，问题在组织。”

他认为，在数字化转型升级的语境中，有两种组织升级的模型最为奏效：一种是阿里巴巴的数据能力被品牌一号位认可，整个数字化转型升级变成了CEO工程，CEO会动员所有相关的组织来做专项，他要么是自己上阵，要么是推选一个横向的、资深的项目领导者来做整体的改造；第二种是直接把营销和销售的组织做重新定义，例如有个非常著名的快消品公司，把电商部、媒介部、洞察部重组成一个横向部门，由Marketing VP来统一带领，它作为一个能力小组来支持品牌所有纵向部门的数字化升级需求。CXO UNION-CXO联盟（cxounion.cn）

真心话三：“反求诸己，多去使用和探索，数字化营销会越来越简单。”

对于“如何落地”这样非常具体化的问题，董本洪也给出自己的一句真心话。他举了个例子，现在大家都觉得用电脑不难，但很多年前我们常常会遇到教父母学电脑的情况，但今天这种情况很少，是因为他们已经天天在用了。

阿里巴巴推出商业操作系统，以及全域营销作为该系统之下的营销组件，初衷也是如此，把平台的能力不断简化，变成有序的操作系统，“使用者必须要用，这时候就像用电脑一样，事情就变得简单。”CXO UNION-CXO联盟（cxounion.cn）

除了多用，董本洪还强调了一点，CMO在组织内部还要洗两类人的脑——一类就是CEO，以组织一号位的力量来提升整个数字化竞争力；另一类则是品牌的洞察团队，找到越来越多的增长契机。

“这是一个具有高度冒险精神但风险却不高的事。”最后，董本洪也笑称，真心话谈完了，就剩下与各位生态合作伙伴的大冒险了，品牌数字化转型前景可待。

翻译：

The problem with digital marketing is ultimately an organizational one

On March 14th, at the first CMO Growth Summit held by China Europe International Business School, guests from academia, platforms, brands and agents spoke freely on the topic of “brand growth”. Among them, “global marketing”, as the marketing component of Alibaba’s business operating system, became a frequent word in everyone’s mind.CXO UNION-CXO联盟（cxounion.cn）

As the founder and promoter of global marketing, Alibaba Group Chief Marketing Officer Dong Benhong also gave a concluding speech in the afternoon. He compared the digital transformation and upgrading of the brand to a journey of truth or dare, and shared his three words of truth about the digital transformation of the brand.

Truth 1: “Data technology can unleash tremendous business value and certainty.”

Dong says few brands doubt the value of data anymore, but there is still a wide range of ideas about how much value data can unlock. As a platform, Alibaba can see how different brands use data for marketing, and there are already a lot of brands using this new power to identify demand, create demand, and generate growth.

In his view, digital transformation is not a zero-sum game, because data technology has broadened the boundaries of the stock market, market share is not equal to market stock, some brands have found a new blue ocean through data, stimulate innovation energy, start to meet new demand and bring growth.

Truth 2: “If your brand hasn’t yet felt the power of digital transformation, the pain point may come from your organizational structure.”

After recognizing the great value of data, brands are more or less exploring, but why doesn’t innovation and explosive force happen in every brand? In this regard, Dong Benhong believes that the uncertainty of digital transformation largely comes from the organizational structure. “We tend to focus too much on the data problem, the marketing problem, and I don’t think that’s the problem, it’s the organization.”

He believes that in the context of digital transformation and upgrading, there are two models of organizational upgrading that are most effective: One is that Alibaba’s data capability is recognized by brand No.1, and the whole digital transformation and upgrading becomes a CEO project. The CEO will mobilize all relevant organizations to do special projects. He will either take the initiative himself or elect a horizontal and senior project leader to do the overall transformation. The second method is to directly redefine the organization of Marketing and sales. For example, a famous fast-moving consumer goods company reorganizes the e-commerce department. Media department and Insight department into a horizontal department under the unified leadership of the Marketing VP. Who serves as a capability team to support the digital upgrading needs of all vertical departments of the brand.CXO UNION-CXO联盟（cxounion.cn）

Truth 3: “Ask yourself, use and explore more, digital marketing will become easier and easier.”

For “how to land” such a very specific problem, Dong Benhong also gave their own words of truth. For example, he said, “Now people think it’s easy to use a computer. But many years ago we used to teach our parents to use a computer. But today it’s rare because they use it every day.”CXO UNION-CXO联盟（cxounion.cn）

Alibaba launched the business operating system, and global marketing as a marketing component under the system. The original intention is also so, the platform’s capabilities continue to simplify, into an orderly operating system. “Users have to use, at this time, just like using a computer, things become simple.”

In addition to being versatile, Dong also emphasizes that CMOs need to brainwave two types of people within the organization — one is the CEO, who uses the power of the organization’s number one position to improve the overall digital competitiveness. The other is the brand’s insight team, which finds more and more growth opportunities.CXO UNION-CXO联盟（cxounion.cn）

“It’s a highly adventurous but not very risky thing.” Finally, Dong Benhong also said with a smile, the truth is finished. And the remaining ecological partners of the big adventure, brand digital transformation prospects can be waiting for.

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于天下网商；编辑/翻译：CXO UNIONCXO联盟小O。

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