"For most companies, digital transformation is at the top of the agenda. This articledigs into the tensions faced by the marketing organization, which, along withother departments dealing with business intelligence, is particularly affected by theongoing digital transformation. The goal of this research, which builds on thetheory of paradox, is to explore how and to what extent these tensions producechanges inside large marketing organizations, which, in turn, leads to potentialreconfigurations.A qualitative thematic study was conducted. It included 16 in-depth interviewswith high-level internal and external consultants and data collected at 12 confer-ences.The findings show that the digital transformation of marketing is leading to un-precedented complexity. More specifically, they show the tensions resulting in threeparadoxes: a learning paradox (the combination of traditional and digital marketingskills), an organizing paradox (both expertise and a holistic view), and a performingparadox (both customer and brand centricity). The findings also highlight theresolution strategies that these organizations adopt as they attempt to respond tothese paradoxes. On this basis, different possible scenarios emerge and are discussedregarding the reconfiguration of the marketing organization."

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