Three Paths to Marketing Transformation
Generally B2B marketing organizations are taking one of three paths to marketing transformation: random acts, methodical and steady, or big bang.
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To win in the connected economy, B2B marketers are expanding marketing’s role, investing in new tools and analysis, and sharpening marketing content and thought leadership while driving a more fundamental reshaping of the entire organization.
ITSMA’s study, Transforming Marketing for the Digital Future, is based on interviews with CMOs and senior B2B marketing executives at technology, communications, and business services companies globally to find out where they are on their digital transformation journeys.
The research revealed a series of identifiable maturity stages across six critical areas of change that make up our Marketing Maturity Model:
We discovered that while many B2B marketing organizations feel a sense of urgency, they are still struggling to develop a comprehensive plan that encompasses all six areas. Moving forward in just one or two of these six areas is challenging enough. Managing progress on all fronts while keeping the marketing engine humming along, ensuring customer and stakeholder satisfaction, and meeting quarterly numbers is even tougher.
Generally they are taking one of three paths to transformation: random acts, methodical and steady, or big bang. In some instances, all three are being followed at the same time.
Organizations look dramatically different than they did two decades ago. For B2B marketers, the last 20 years have been all about developing digital capabilities, practices, and tools: shifting from print and events to email, social media, online interaction, and gathering and using data to create increasingly personalized connections.
But this could be merely a foretaste of what is to come and how marketing’s role will have to evolve, acting as a catalyst for change. The ITSMA Transformation Maturity Model enables you to map out the direction you should take to reach the digital future successfully.
For the complete study, including case studies, see Accelerating Marketing Transformation with ITSMA’s Maturity Model. This document is available at no charge to ITSMA members (password required) and for sale to everyone else.