This document discusses how to optimize marketing organizations to succeed in tomorrow's market conditions. It outlines the core functions of marketing as discovering value in the market, organizing value, communicating value, and proving value. The history of marketing is discussed moving from production and distribution, to branding and communication, customer relationships, and social networks. Various models for marketing organization structures are presented, including integrated, hub-and-spoke, networked taskforces, and an orchestrator model. The presentation emphasizes that transformation is an ongoing activity, not a future event.