Strengthening Marketing Culture, Organization, and Talent for the Digital Future

  • Author(s) Julie Schwartz, Vincent Rousselet
  • Published June 14, 2018
  • 39 Pages
  • Category Strategy & Planning, Marketing Operations
  • Type Member Research, Benchmarking
  • 39 Pages
  • .PDF Format

B2B marketing leaders are facing substantial pressure to change from at least three sides:

  • Buyers demanding ever more relevant, personalized, and value-laden engagement
  • Business leaders demanding that marketing continually do more with less
  • Competitors investing in marketing innovation and raising the bar higher still

In response, heads of B2B marketing organizations are taking hard looks at their own organizations, and developing ambitious plans and programs to accelerate their own team transformations.  

In 2017, ITSMA research highlighted six areas of transformational change for marketing in the digital future. This study digs deep into one of those areas: organization, culture, and talent.

Based on in-depth interviews with 23 executives from 21 top technology and business services firms, the report provides a wealth of data, insight, and examples from the front lines of change, including:

  • The cultural attributes of a transformed marketing organization, and the six levers of culture change
  • The network of teams’ organizational model that is fast emerging, and how it helps transcend the historical pendulum swings between centralized and decentralized approaches
  • The struggle for relevant talent and the most critical and differentiated skills that leaders are developing to ensure long-term success
  • The most important next steps leaders can take to further transform their organizations and teams

Along with data and insight from marketing executives across the industry, the report includes examples of transformation change from companies including IBM, Optum, DXC, SAP, and KPMG.


  • ITSMA interviewed 23 executives at 21 companies

Participating Companies

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

  • Adobe
  • Avanade
  • Capgemini
  • Centrica
  • CGI
  • Ciena
  • Cisco
  • DXC Technology
  • EY
  • Fujitsu
  • GE Digital
  • IBM
  • Juniper Networks
  • KPMG
  • O2
  • PwC
  • Rimini Street
  • Salesforce
  • SAP
  • SAS
  • SITA

For non-participating companies, this report is available for sale at member and non-member prices.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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