THE IT STRATEGY IS DEAD... LONG LIVE THE DIGITAL STRATEGY.
CIO's have long sought to align the organisation’s investment portfolio in ICT with the strategy of the business. With the quest, the IT strategy has tended to be a function-based strategy (like, for example, marketing, supply chain and operations strategies, subservient to the overall business strategy).
Today, the concept of “digital strategy” is emerging to supplant what was previously “the IT strategy.” this is more than just the portfolio of it investments but representing a fusion of business and IT. In essence, the IT strategy and business strategy are one and the same. Digital is becoming the unifying concept, bringing together what were previously separate functional strategies from right across an organisation. Digital is now pervasive and it is unlikely that “the marketing strategy” or “the distribution strategy” will not have a digital element.