ITSMA Online Survey: Marketing Transformation: Are we there yet?

Note: This Abbreviated Summary highlights some of the significant findings from

Marketing Transformation: Are we there yet? A more in-depth analysis can be found in the full report.

Abbreviated Summary | May 2012

Marketing Transformation:

ITSMA Online Survey

Are we there yet?

Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA

Dianne Kim, Research Associate, ITSMA

Kerry Johnston, Client Services Director, ITSMA Europe

http://www.itsma.com/research/marketing-transformation-are-we-there-yet/

Key Takeaways Marketing must transform:

Our world is changing so fast that

changing your marketing incrementally is

not an option

We see clear evidence of marketing

leaders rethinking, reskilling, and

reinventing the organization

Nevertheless, we are in the early stages of

transformation, as many marketers have

yet to achieve their objectives

There are three distinct roles of a

transformed marketing organization:

• Strategic Business Driver

• Relationship Builder

• Effective Executor

Marketing does not change in a vacuum—

the rest of the organization has to

change too

The key transformation challenges are:

• Changing the internal

perception of marketing

• Balancing the strategic

with the tactical

• Developing new skills

• Changing the

company culture

Despite the desire for marketers to be

more strategic, tactics are just as

important

Source: ITSMA Survey: Marketing Transformation, May 2012


Our world is changing so fast

Data

Explosion

Channel

Proliferation

Geographic

Expansion/Culture

Shock

The Rise of the

Social Buyer

Marketing

Technology Surge

Changing

Buyer Behavior

Budget Constraints/

Cost Cutting

that incremental is not an option



And we see clear evidence of marketing leaders rethinking, reskilling, and reinventing the organization



18

7

31

33

11

How far along are you? % of Respondents (N=121)

Our new organization is fully in

place and operating well

Our new structure is in place

and we are working with teams

to re-enforce changes

The planned changes have

been communicated with the

team and we are currently

redefining roles

Planning has begun but no

decisions have yet been made

Initial plans have been agreed

but not yet communicated

Two-thirds of marketing organizations

Has your marketing organization already

transformed, or is it in the process of

transforming? % of Respondents (N=178)

Yes 73%

No 11%

Don't know 16%

Do you believe such a change

is coming? % of

Respondents

(N=37)

But we’re not there yet!

have begun their transformation

Yes 68%

No 21%

Don't know 11%



ITSMA has identified the six

1 Instills an outside-in orientation to drive

a customer-centric business strategy

2 Collaborates with the lines of business/

P&L owners

3 Partners with sales throughout the

buying process

4 Develops direct relationships with

customers and builds advocacy

5 Builds a dynamic and flexible workforce,

including agency relationships

6 Uses data and analytics to improve

marketing efficiency/effectiveness and

business impact

Strategic

Business

Driver

Relationship

Builder

Effective

Executor

most important characteristics of a transformed marketing organization:



What are the transformation challenges?

• Changing the internal

perception of marketing

• Balancing the strategic

with the tactical

• Developing new skills

• Changing the company

culture



Strategic Tactical

Despite the desire for marketers to be more

• Demand

generation

• Campaigns

• Lead

management

• Which

markets?

Segments?

Offerings?

• Value

propositions

• Pricing strategy

Profitability Impact Revenue Impact


strategic, tactics are just as important


Study Methodology

Online Web-based Survey

Survey invitations were

emailed during

May 2012 to ITSMA

member and select

non-member companies

178 people completed

the survey

ITSMA Analyzed the Data

Four Ways

• Sells products and services vs.

Primarily services

• Less than $100M

• $100–999.9M

• $1–10B

• More than $10B

• Marketing is viewed as:

Strategic vs. Tactical

• Transforming vs. Not yet

• Planning the transformation,

in progress, transformed

Company

Type

Company

Size

How Marketing is Viewed

Status of Marketing

Transformation

Qualitative Interviews

20 hour-long interviews with

members of ITSMA’s

Advisory Boards (Europe

and North America)



Type of Company How would you describe your company’s

business? % of Respondents (N=178)

52% 48% Primarily

services

Both products

and services

Organization Size What is your company's annual services revenue?

% of Respondents (N=178)

16

1 3 7

1

19

10

43

Lessthan$50M

$50– 99M

$100– 249M

$250– 499M

$500– 999.9M

$1– 4.9B

$5– 10B

Morethan$10B

Respondent Titles Which of the following best describes your role at

your company? % of Respondents (N=178)

Industry Subsector Which of these categories best describes your

industry subsector? % of Respondents (N=178)

Marketing director/manager

54%

Marketing executive (CMO, SVP, VP, AVP)

19%

Marketing staff 10%

CEO, COO, CFO, GM, President

10%

Sales manager/director

1%

Sales executive (C-level, SVP,

VP, AVP) 1%

Sales staff 1%

Other 5%

In Annual Revenue

46

20

13

11

4

3

2

2

Professional services firm

Computer systems and solutionsprovider

Software solutions provider

Network/telecom solution provider

Other hardware systems andsolutions provider

Marketing agency, PR, oradvertising services provider

Medical/health technologyproducts, services, and solutions

Other



Table of Contents for

Slide

Executive Summary 3

Methodology and Respondent

Demographics 26

Detailed Findings 35

Appendix: Study Definitions 70

For More Information Julie Schwartz

Senior Vice President

Research and Thought Leadership

ITSMA

[email protected]

+1-407-788-8220

Marketing Transformation:

www.itsma.com

Are we there yet?

Study Buy the

Member: $295 Non-member: $495

Study Buy the

Member: $295 Non-member: $495

mailto:[email protected]?subject=Marketing%20Transformation:%20Are%20we%20there%20yet?

http://www.itsma.com/

http://www.itsma.com/

http://www.itsma.com/research/anatomy-of-a-solutions-marketer/

