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Digital transformation is the challenge of our time for many marketing organisations. As consumer behaviour changes and the media landscape is reinvented, the old ways of working are no longer fit for purpose. All around the world, companies small and large are attempting transformation projects.

Definitions

There are various definitions but we are using Neil Perkin’s and Peter Abraham’s description in their book “Building the Agile Business Through Digital transformation”, which defines it as: “The transformation and reinvention of the resources, priorities and processes of a company in order to be fit for purpose in a digitally empowered world”. 

This is a broad definition but remains relevant even when the transformation is focused solely on the marketing organisation, which is what this Best Practice Guide will address.