Marketing transformation is the process of reinventing an organisational marketing department which is no longer fit-for-purpose.

Recent changes in the marketing landscape, including the proliferation of digital channels and the advent of mobile devices, combined with drastic changes in customer expectations have left many marketing departments operating inefficiently or at reduced capacity.

Although marketer’s skills have improved, the concept of marketing transformation addresses the need for an entire marketing organisation to move beyond digital competence; replace legacy strategy, process and systems with a pervasive, accountable, fully automated, digital-native approach to marketing.

The concept of marketing transformation is inextricably linked with the wider concept of digital transformation in business.