ITSMA Online Survey: Marketing Transformation: Are we there yet?

Author:	Julie Schwartz, Dianne Kim, Kerry Johnston
Published:	July 10, 2012
Ref. Number:	SV4585
Pages:	73 slides

Overview

For a few years, ITSMA has been saying that marketing must transform. The world is changing so fast, though, that changing your marketing incrementally is not an option.

In our latest survey, Marketing Transformation: Are we there yet?, we have found clear evidence of marketing leaders rethinking, reskilling, and reinventing the organization. Nevertheless, we are in the early stages of transformation, as many marketers have yet to achieve their objectives.

This survey report identifies the six most important characteristics of a transformed marketing organization as well as three distinct roles of a transformed marketing organization.

The report also identifies the challenges to transforming your marketing organization, then gives ideas and best practices on what marketers can do to accelerate their transformation.

Download an Abbreviated Summary (PDF 1.9MB)

Methodology

• Online Web-based Survey

–    Survey invitations were emailed during May 2012 to ITSMA member and select non-member companies

–    178 people completed the survey

• Qualitative Interviews: 20 hour-long interviews with members of ITSMA’s Advisory Boards (Europe and North America)
• ITSMA Analyzed the Data Four Ways

–    Company Type: Sells products and services vs. Primarily services

–    Company Size: Less than $100M, $100–999.9M, $1–10B, More than $10B

–    How Marketing is Viewed: Marketing is viewed as:  Strategic vs. Tactical

–    Status of Marketing Transformation: Transforming vs. Not yet, and Planning the transformation, in progress, transformed

Special Offer

This report is available free of charge to current ITSMA members that responded to this survey. Companies that responded but are not members of ITSMA will receive an Executive Summary.

Accenture Alcatel-Lucent AMAS Ash AT&T Avanade Avaya Baron Strategic Partners Becker Consulting Services BMC Software CA Technologies Capco Capgemini Carpe Diem Consulting Ciber Cisco Systems CompuCom Crux Marketing CSC Dell Deloitte Dimension Data Eguiguren EMC Ericsson Event 360 FEI Company FIS Fujitsu Gaines Kriner Elliott LLP GE Healthcare Geehan Group Grant Thornton LLP

HCL Technologies HDS Hewlett-Packard Hitachi Data Systems IBM iGATE Infosys Ing.Buero M. Sawatzki Innovapost ITC Infotech JDSU Juniper Networks KCL KPMG Lambert Lenovo Logica Lumension M.A. Consultants MarketCision LLC Mastek Mlicki NEBB NIIT Tech Nokia Siemens Networks NTT Data NxTech Incorporated OpenText Optum Oracle

PLPS Perficient Philips Healthcare PMI PrinTree PTC PwC QM Consulting Rimini Street Rockwell Automation SAP SAS SBS Group Service Performance Insight Siemens Enterprise Communications Siemens IT Solutions and Services Steria Symantec Talent Partners Tata Consultancy Services Telespazio VEGA Ltd Trizetto TS3 Marketing Consultants Unisys Corporation Verizon VSM Marketing Web Age Solutions Webtrends Whitespace Consulting Group Wipro Technologies Wood Mackenzie Xerox ZS Associates

If your company is on the above list, please send us an email (using your company email) and request your free report. Orders will be processed the next business day.

• This report is available for sale at member and nonmember prices.
• See if your company is an ITSMA member
• Email ITSMA for more information

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