Accelerating Marketing’s Transformation: ITSMA’s 2017 State of the Profession Address

  • Author(s) Dave Munn, Julie Schwartz
  • Published January 26, 2017
  • 29 Pages
  • Category Strategy & Planning, Engagement & Advocacy, Marketing Operations, Sales & Field Enablement
  • Type Member Research
  • 29 Pages
  • .PDF Format

With 80% of marketing leaders reporting an expansion in marketing’s scope of responsibilities, it’s clear that marketing transformation for our digital future is moving quickly. 

ITSMA’s annual State of the Profession Address provides a deep dive into the current state of play with B2B services and solutions marketing, with a research-based review of the most important trends and priorities for marketing leadership and transformation in 2017.

Building on findings from our 2017 Services Marketing Budget Allocations and Trends survey, ITSMA’s Dave Munn and Julie Schwartz share essential data, insight, and recommendations to help marketing leaders and teams ensure maximum impact in the coming year.

In particular, the briefing explores such issues as:

  • The continuation of budget increases in 2017
  • Marketers’ top priorities for 2017 and how those have changed in recent years
  • Differences between marketing leaders and others in focus, staffing, and agility
  • Leadership priorities for marketing transformation

Along with data from our recent research, the briefing provides leadership examples from companies including Optum, Symantec, Fujitsu, Oracle, Deloitte, and Avanade.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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