The Value of Culture: Lessons Learned Along a Marketing Transformation Journey

  • Author(s) Julie Schwartz
  • Published January 15, 2019
  • 8 Pages
  • Category Marketing Operations
  • Type Member Research
  • 8 Pages
  • .PDF Format

In today’s B2B environment, organizations grappling with the complexities of digital transformation are being bombarded with an endless array of technological options. According to Michael Keating, Senior Vice President, Global Marketing and IP Strategy, CGI, that can be incredibly distracting and make it hard to find the optimal solution.

That’s why, in this Viewpoint, he argues forcefully for the important part that cultural change and a more personal touch should play when marketing to clients and prospects. Helping them find the right cultural balance to underpin successful digitization business models is as important as offering the best technical expertise.

CGI has been on its own journey over the past two years to ensure that wherever it operates it combines its end-to-end business solutions propositions with a deep understanding of the cultural impact of change for client organizations. Marketers can talk about features, functions, and benefits of services and solutions as much as they want. However, the key to success is understanding where clients are with their own cultural migration.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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