Product Owners: Catalyst for Marketing Digital Transformation Projects

Digital transformation has evolved into a business priority since it facilitates the adaptation of organizations to changing environments. Fundamental to this change is the concept of the Product Owner (PO) that plays an important role in ensuring that technological solutions align to organizational requirements. POs oversee aligning technical and business teams and enable digital change since they help to spearhead collaboration while also creating value propositions.
This paper explores the various responsibilities of POs in implementing marketing technology projects and delves into the evolving responsibilities with the changing trend.