Marketing transformation is much more than digital marketing or digital transformation; it is a fundamental reimagining of the way marketing engages and adds value to the business. ITSMA has identified six critical areas of change for marketing transformation, which, taken together, paint a new vision for B2B marketing transformation.
Join ITSMA’s Vincent Rousselet and Julie Schwartz for a briefing on one of the critical areas for marketing transformation: Talent, Organization, and Culture. This briefing will cover:
- The changing role of marketing to address the current trends and changes in buyer behavior
- Marketing capabilities required to fulfill the marketing teams’ function in the next 12-24 months
- The career path for tomorrow’s marketing talent and how to effectively attract, hire, and retain top talent
- The changing structure of the marketing organization to accommodate its evolving role and talent
Supported by guest speaker Catherine Walker, Head of Group Enterprise Digital and Marketing Operations at Vodafone, we will share best practice industry examples and practical tips that marketers can use to accelerate transformation in their own organizations.
We will also highlight ITSMA’s Marketing Transformation Maturity Model – a tool and framework to help marketing leaders manage and guide transformational change throughout their organizations.
This briefing is complimentary for ITSMA members and $195 (€160) for non-members.
Senior Director, ITSMA
Vincent is an experienced B2B marketer and strategist who has worked for and advised a number of blue-chip organizations in media, high tech, telecoms, and financial services in Europe, America and Asia.
As a senior associate with ITSMA, Vincent provides practical experience and insight to members and clients on a wide range of topics from strategy formulation, market intelligence, go-to-market planning, brand positioning, campaign management, value proposition development, storytelling, account-based marketing, analyst relations, and more.Full bio
Julie has originated and manages ITSMA research including benchmarks, models, frameworks, and assessments on a wide range of subjects such as Thought Leadership, Account Based Marketing, Customer Engagement, Marketing Performance, Marketing Technology, Sales Enablement, Brand Positioning, and Customer Loyalty to name a few. She also pioneered ITSMA’s widely regarded annual study, How Buyers Consume Information.Full bio
Head of Group Enterprise Digital and Marketing Operations, Vodafone
With over 25 years’ experience in technology and services marketing, Catherine Walker has been leading Vodafone’s Digital & Marketing Operations globally since 2016. She previously served as Marketing Director at Oracle, with responsibility for Communications, Media, and Utilities customers across Western Europe, and prior to that led marketing for Fujitsu’s UK Public Sector business. Catherine began her career as a graduate trainee with ICL, working in a variety of technical, sales, and product marketing roles.
ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.
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