Policy has shifted away from the past perception of CIOs solely leading IT, or in some cases IT & IM; moving from the technical role of the past to one of strategic alignment. The new role is now that of a digital enabler and strategic integrator of several aspects of digital – titling change to Chief Digital Officer strengthens perception of change.  IM staff need to evolve with this change. Specifically, their roles. Which results in questions such as: what will be the future role(s) and how will it fit into the future org structures that deliver on digital mandates?