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ITSMA Survey Transforming Marketing for the Digital Future: Six Areas of Change - Abbreviated Summary

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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.

Methodology

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

Publicado en: Marketing
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ITSMA Survey Transforming Marketing for the Digital Future: Six Areas of Change - Abbreviated Summary

  1. 1. Transforming Marketing for the Digital Future: Six Areas of ChangeJulie Schwartz SeniorVice President,Research and Thought Leadership,ITSMA ITSMA Survey Report | April 2017 This abbreviated summary highlights some of the most significant findings of ITSMA’s 2017 Transforming Marketing for the Digital Future Survey. A more in-depth analysis can be found in the full report https://www.itsma.com/research/transforming-marketing-digital-future-six-areas-change/ A B B R E V I A T E D S U M M A R Y
  2. 2. 2SV4602A © 2017 ITSMA. All rights reserved. www.itsma.comTransforming Marketing for the Digital Future | Abbreviated Summary Transforming marketing for the digital future B2B marketing leaders are moving aggressivelyto transform their organizations forthe 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 sixkey areas of organizational change. Mostimportant,the report highlights the fact that most companies do not currently have a documented strategy, plan,or framework fortransformation, despite the universal sense of urgency among the survey participants. Based on the research,ITSMAidentified 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. Finally,the report includes brief examples from five companies leading the way with marketing transformation: Juniper Networks,IBM,Pivotal,Optum, and Cognizant. Introduction Do not have a document strategy plan for transforming marketing 72% % of respondents (N=36) Source:ITSMATransformingMarketing fortheDigitalFuture,2017
  3. 3. 3SV4602A © 2017 ITSMA. All rights reserved. www.itsma.comTransforming Marketing for the Digital Future | Abbreviated Summary • 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 Methodology Study Participants Source:ITSMATransformingMarketing fortheDigitalFuture,2017
  4. 4. 4SV4602A © 2017 ITSMA. All rights reserved. www.itsma.comTransforming Marketing for the Digital Future | Abbreviated Summary Digital transformation Changing the way marketing works with new agile and collaborative processes and tools Digital marketing Using technology and tools to reach and market to buyers Marketing transformation A fundamental reimagining of the way marketing engages and adds value to the business Source:ITSMATransformingMarketing fortheDigitalFuture,2017 The research revealed that marketing transformation for the digital future is much more than digital marketing or even digital transformation of the marketing function There is a wide range of transformation maturity among B2B services & solution providers %ofparticipants(N=36) Source:ITSMATransformingMarketingfortheDigitalFuture,2017 8 0 17 19 14 19 22 0 0 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Average = 2.9 Just getting started Transformed for the digitalfuture Rating 00 0 Most don’t have a documented strategy,plan, or frameworkfor transformation Does the marketing organization have a documented strategy or plan for transforming marketing (beyond a technology roadmap)? Yes 28% No 72%
  5. 5. 5Transforming Marketing for the Digital Future | Abbreviated Summary | SV4602A © 2017 ITSMA. All rights reserved www.itsma.com ITSMA has identified six areas of transformational change that create the framework for the ITSMA Marketing Transformation Maturity Model Source:ITSMATransformingMarketing fortheDigitalFuture,2017 Role of marketing Thought leadership & content Sales relationship Technology infrastructure Data, analytics, & insight Organization & culture
  6. 6. Buy the study Member: $295 Non-member: $695 Want to learn more? For more information Here’s what is included in the full study: Julie Schwartz SeniorVice President Research and ThoughtLeadership ITSMA jschwartz@itsma.com | +1 407 788 8220 | @julieitsma The report is available for no additional fee to current ITSMA members that responded to this survey and for sale at member and non-member prices to all others.https://www.itsma.com/research/transforming- marketing-digital-future-six-areas-change/ Slide Introduction 3 Executive summary 5 Six areas of change for marketing transformation 11 ITSMA’s Marketing Transformation Maturity Model 20 Accelerating change: challenges and pitfalls 22 Surveymethodology 34

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