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Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation

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  • Dasser, Mahmoud

Abstract

This paper first summarises the principal drivers of digital business transformation and their impact on the marketing strategy, customer experience, branding, technology, people, organisation and capabilities. Secondly, summarise key challenges a B2B chief marketing officer (CMO) may face to stay relevant during the transformation journey and what role he or she should play to become a change catalyst in the transformation journey. Thirdly, it presents the framework we applied to modernise the B2B marketing division to become more agile, digital savvy, data driven and revenue enabling to support TM ONE Business transformation and growth aspirations. Outline the new practices that need to be implemented to drive effectively digital marketing, customer journey, personas, content marketing, sales enablement and predictive marketing. The paper concludes with lessons learned from this journey, the importance of balancing between all marketing channels and adopting new digital marketing practices and technologies, automation, people capabilities and skills and how to drive and implement the change management successfully.

Suggested Citation

  • Dasser, Mahmoud, 2019. "Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(1), pages 20-41, June.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:20-41
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    Cited by:

    1. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.

    More about this item

    Keywords

    B2B marketing; marketing modernisation; business transformation; digital marketing; sales enablement; digital transformation; hyperconnected ecosystem; customer experience; agile business models;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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