This document discusses the changing role of marketing and the need for marketing organizations to transform to new digital marketing operations archetypes. It notes that marketing is undergoing a revolution driven by digital technologies and empowered consumers. Modern marketing organizations require new capabilities around things like content, analytics, and managing complex media ecosystems. They also need new organizational structures, processes, roles and culture to adapt. The key areas that need to be addressed are capabilities, organization, processes/governance, people/talent, and principles to guide the transformation to modern, data-driven marketing operations.