This document summarizes the findings of a survey of 36 large technology, telecom, and business services firms about transforming marketing for the digital future. The summary found that most companies do not have a documented strategy for transformation despite a sense of urgency. It identified six key areas of change: the role of marketing, thought leadership/content, sales relationship, technology infrastructure, data/analytics, and organization/culture. The report introduces a maturity model for transformation and discusses challenges to overcome.
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Transforming Marketing for the Digital Future in 6 Key Areas
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
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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