More than ever marketing organizations are taking on the responsibility to help companies innovate. Often, that requires transformation of capabilities within their organizations. From the digital imperative to mining deep insights and analytics, marketing teams are working hard to move through the change curve the industry is experiencing. However, what often gets overlooked are the associates and the embedded culture within the company that might struggle with change and innovation. Brent Korte, Chief Marketing Officer with Ameritas explored this challenge facing many organizations in his speech at the 2018 AMPlify Conference.