itsma online survey: marketing transformation: are we there yet?
DESCRIPTION
For a few years, ITSMA has been saying that marketing must transform. The world is changing so fast, though, that changing your marketing incrementally is not an option. In our latest survey, Marketing Transformation: Are we there yet?, we have found 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. This survey report identifies the six most important characteristics of a transformed marketing organization as well as three distinct roles of a transformed marketing organization. The report also identifies the challenges to transforming your marketing organization, then gives ideas and best practices on what marketers can do to accelerate their transformation. 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 Qualitative Interviews: 20 hour-long interviews with members of ITSMA’s Advisory Boards (Europe and North America) ITSMA Analyzed the Data Four Ways – Company Type: Sells products and services vs. Primarily services – Company Size: Less than $100M, $100–999.9M, $1–10B, More than $10B – How Marketing is Viewed: Marketing is viewed as: Strategic vs. Tactical – Status of Marketing Transformation: Transforming vs. Not yet, and Planning the transformation, in progress, transformedTRANSCRIPT
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
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
Source: ITSMA Survey: Marketing Transformation, May 2012
And we see clear evidence of marketing leaders rethinking, reskilling, and reinventing the organization
Source: ITSMA Survey: Marketing Transformation, May 2012
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%
Source: ITSMA Survey: Marketing Transformation, May 2012
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:
Source: ITSMA Survey: Marketing Transformation, May 2012
What are the transformation challenges?
• Changing the internal
perception of marketing
• Balancing the strategic
with the tactical
• Developing new skills
• Changing the company
culture
Source: ITSMA Survey: Marketing Transformation, May 2012
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
Source: ITSMA Survey: Marketing Transformation, May 2012
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)
Source: ITSMA Survey: Marketing Transformation, May 2012
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
Source: ITSMA Survey: Marketing Transformation, May 2012
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
+1-407-788-8220
Marketing Transformation:
www.itsma.com
Are we there yet?
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Member: $295 Non-member: $495
Study Buy the
Member: $295 Non-member: $495