Transforming Marketing for the Digital Future: Six Areas of Change

  • Author(s) Julie Schwartz
  • Published June 22, 2017
  • 36 Pages
  • Category Strategy & Planning, Marketing Operations
  • Type Member Research, Benchmarking
  • 36 Pages
  • .PDF Format

B2B marketing leaders are moving aggressively to transform their organizations for the digital future.

This ITSMA report, based on interviews with 39 senior marketing leaders from 36 large technology, telecom, and business services firms, documents the current state of marketing transformation and the six key areas of organizational change.

Most important, the report highlights the fact that most companies do not currently have a documented strategy, plan, or framework for transformation, despite the sense of urgency among the survey participants.

Based on the research, ITSMA identified six critical areas of change:

  • Role of marketing
  • Thought leadership and content
  • Sales relationship
  • Technology infrastructure
  • Data, analytics, and insight
  • Organization and culture

Further, the report introduces ITSMA’s Marketing Transformation Maturity Model that marketing leaders can use to guide their strategy, as well as five key challenges to overcome along the way. It also includes examples from five companies leading the way with marketing transformation: Juniper Networks, IBM, Pivotal, Optum, and Cognizant.


  • 39 qualitative phone interviews with marketing leaders representing 36 companies
  • Interviews 30 minutes in length
  • Conducted during April and May 2017
  • Geos represented: US, Canada, Europe, Asia/Pac

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.

  • Accelya
  • Avanade
  • Black & Veatch
  • Booz Allen Hamilton
  • Capgemini
  • CDW
  • Centrica
  • CGI
  • Ciena
  • Cisco
  • Cognizant
  • DXC Technology
  • EXL
  • Fujitsu
  • GE Digital
  • HCL
  • IBM
  • Invetech
  • Juniper Networks
  • KPMG
  • Microsoft
  • Misys
  • mongoDB
  • NetApp
  • NIIT Technologies
  • Optum
  • Persistent
  • PwC
  • Rimini Street
  • SAP
  • SITA
  • Sopra Steria
  • Thirdware
  • VMware
  • Vodafone

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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