Marketing transformation is more than digital marketing; it is a fundamental reimagining of the way marketing engages and adds value to the business. To win in the connected economy, B2B marketers are expanding marketing’s role, investing in new tools and analytics, sharpening content marketing and thought leadership, and reshaping the entire organization.
With marketing transformation, the vision is for a marketing organization that leads the company in delivering an outstanding, well-orchestrated end-to-end customer experience to drive growth in the core business while using insight and thought leadership to drive new sources of value with new solutions and business models.
This ITSMA Update, based on in-depth research with B2B marketing executives from more than three dozen top technology, communications, and business services companies globally, identifies six specific areas of change for marketing transformation:
- Role of marketing: Becoming a strategic growth driver, both in the core business and new offerings/markets
- Thought leadership and content: Providing personalized, strategic guidance for clients and prospects
- Sales relationship: Collaborating throughout the client life cycle to ensure customer success
- Technology infrastructure: Delivering an omnichannel customer experience that bridges the digital and physical worlds
- Data, analytics, and insight: Leveraging AI and machine learning to optimize business outcomes
- Organization and culture: Developing a digital, agile, insight-led, and creative team
The Update provides examples for each area, with highlights from Ciena, Cisco, DXC, Juniper Networks, Optum, and IBM.
The Update also introduces ITSMA’s Maturity Model for Marketing Transformation, with a tool and framework to help marketing leaders manage and guide transformational change throughout their organizations. Rather remarkably, given the wide sense of urgency among marketing leaders, only 28% of the companies interviewed for this research have a documented plan for transformation in place.
Marketing leaders can use the tool to take stock of where their organization stands today, build internal alignment on a vision and strategy for change, and collaborate with business leadership to explore and refine future roles and priorities.