Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels: Web sites, mobile apps, online sales and customer service, and other smart touches has often occurred in a piecemeal way. That has resulted in three potential mishaps:

1. Inconsistent brand experiences
2. Poorly invested resources
3. The limited strategic impact of digital on the overall business

To push these common traps aside, chief marketing officers (CMOs) must orchestrate their digital strategy using our connect-the-dots framework. Their objective: Elevate digital to the highest level of business strategy.