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.

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. 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. 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. 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 reimaging 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. 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. 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