Ira Kaufman
Ira Kaufman 10 March 2016

Are You A World Class Digital Leader?

Three months ago in preparing for a presentation at the World Marketing Summit in Tokyo, Professor Philip Kotler, the grandfather of modern marketing, challenged me with the question- What does it take to be a world-class digital leader?

Having led workshops and consulted with senior executives on five continents on digital marketing and transformation, I incorporated current research with global executives to develop the following criteria for -- what is a world class digital leader.

Criteria: World Class Digital Leader


  • Live the values of the global digital mindset
  • Foster customer and employee centric culture
  • Hunger for ongoing learning and change


  • Design active, digital first listening strategy
  • Integrate capacities across all media, between generations & functions
  • Operationalize real-time decision making, leveraging data for all touchpoints


  • Deconstruct the business model to generate breakthroughinnovation
  • Deliver efficiency- flatten structure to encourage collaboration
  • Leverage millennials’ talent with executive expertise


  • Drive customer advocacy –passionately riveted on end-to-end customer experience
  • Scale brand, power conversations, mobilize influencers
  • Grow competitive position, optimize network connectivity


  • Sustain business model by adapting it to the possibilities and imperatives of changing technologies
  • Incorporate “quadruple bottom line” as the standard to mobilize consumers, empower employees, prosper community and generate shared value for investors

Please benchmark yourself against this criteria and comment, suggesting additional criteria.

I welcome your input and participation
Ira Kaufman, Digital Marketing and Transformation Strategist

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 Things Every Company Website Should Include

7 Things Every Company Website Should Include

What elements to include in your company website? This is the first question you should ask yourself before you start designing the site. We’ve shortlisted the following essential elements every business website must have to effectively engage with customers.

simon walker
simon walker 20 February 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Infographic: Direct Mail vs Email

Infographic: Direct Mail vs Email

In the past direct mail has been referred to as dead. So we decided to do some research and compared direct mail to email marketing, it's digital alternative.

Rosie Niblock
Rosie Niblock 15 February 2017
Read more
10 Considerations When Choosing A Landing Page Builder

10 Considerations When Choosing A Landing Page Builder

Landing pages no longer fall on a marketer's "nice to have" list. They have become an important and necessary part of the digital marketing mix, so we've put together the top 10 considerations marketers should know before choosing a landing page builder.

Audrey Dotson
Audrey Dotson 17 February 2017
Read more