Over the last several years, ITSMA has been tracking the continued progress of marketing leaders as they position themselves to play a more strategic role in transforming their companies to capitalize on a digital future. We have conducted extensive research, developed a Marketing Maturity Model to help marketing organizations define their role in relation to business value, and identified six critical areas of change in the model, as outlined in Accelerating Marketing Transformation with ITSMA’s Maturity Model.
This ITSMA Update explores the progress that marketers have made over this time to evolve their teams beyond the traditional perceptions of marketing as a marcom, lead-generation, or sales-support function into the more valued and powerful realm of providing insights, enhancing the customer experience, shaping strategy, and driving business growth. From recent research conducted with 18 marketing executives at leading organizations and five industry luminaries, we discovered ways in which marketing is playing a more strategic role and how they are gaining the insights and innovation necessary to help drive business growth. These findings were coupled with the 60-plus interviews ITSMA had conducted previously and became the foundation for our 2019 Strengthening Marketing’s Role in Driving Strategic Growth research.
In particular, the Update outlines the four paths marketing organizations are taking to become strategic growth drivers and provides illustrative case studies from marketing leaders at Cognizant, Atos, Misys (now Finastra), and Optum.