Transformations in the marketing function reflect changes in the immediate business environment. While the impact of transformations can be identified through companies' financial results, a deeper meaning for such a transformation exists in societal changes. In other words, ongoing changes among consumers, markets, and marketing departments feature prominently in the need for business transformations. Marketing departments too are under increasing pressure to perform. In fact, 80% of chief executive officers do not trust or are unimpressed with their chief marketing officers (CMOs), and CMOs have a high turnover rate. Calls to demonstrate the efficiency of the marketing function have brought the focus on creating value andmanaging customer relationships in a personalized manner.