The world has changed - customers expect more, technology is accelerating, and Marketing must evolve to keep pace. That means stepping into a new role and supporting this with a new operating model.
Marketing is no longer a support function. It’s now a central driver of business growth. But this shift isn’t just about doing more; it’s about doing things differently.
Modern Marketing teams are shaping customer experiences, building brand trust, and turning data into meaningful action. They combine creativity with technology, strategy with empathy, and insight with execution to help businesses grow in smarter, more human ways.
Marketing Repositioned
To lead from the centre, Marketing must rethink how it’s structured and how it operates. That means shifting from campaign-based models to outcome-driven ones, where the focus is on delivering measurable impact for the business, the customer and the brand. It requires new ways of working: agile teams that cut across silos, data that connects, processes that prioritise speed and adaptability and governance that balances creativity with accountability. Marketing must also invest in the right capabilities, blending human insight with automation and storytelling with scalable systems to stay relevant in a world that’s always changing.
At Accenture Song, we believe Marketing is the most dynamic discipline in business. It’s about understanding people - what they value, how they behave, and why they choose. It’s about building emotional connections that inspire loyalty and drive growth. And it’s about doing all of this in a world that’s faster and more fluid than ever before.
"In a world where growth is the goal, the creativity and capability of Marketing is critical.”
Katherine Theobald Accenture Song
So how are Marketing organisations transforming
To drive growth, stay relevant and lead?
1. From Function to Growth Engine
Marketing can no longer be a siloed department. It must be a strategic driver that connects Product, Sales, Service, and Purpose. It’s the force that aligns business ambition with customer expectation.
2. From Campaigns to Connected Experiences
Marketing must evolve beyond launching campaigns, it’s now about creating meaningful, consistent experiences across every touchpoint. That means using real-time data and behavioural insight to meet people where they are, with relevance and purpose.
3. From Ideas to Scalable Systems
Creativity still matters, but it needs the right infrastructure to thrive. Modern Marketing teams are building flexible content models, modular design systems and smart workflows that bring ideas to life at speed and scale.
4. From Activity to Impact
Success isn’t measured by how much Marketing does, it’s about the outcomes it delivers. That means shifting focus to growth, loyalty, and long-term value, supported by agile teams, clear KPIs, and outcome-based governance.
5. From Tools to Tech Ecosystems
Technology is no longer just a toolkit, it’s the foundation of modern Marketing. Unified data, AI-powered insights and connected platforms enable marketers to move faster, personalise better, and continuously optimise performance.
At Accenture Song, we’re helping clients rewire their marketing organisations for this new era. We bring together creativity, technology, and intelligence to build Marketing operating models that are as adaptive as the audiences they serve. Because in a world where growth is the goal, Marketing isn’t just relevant, it’s indispensable.
By Katherine Theobald, Managing Director, Marketing Advisory, Accenture Song partners of The Marketing Society
