The business process outsourcing market for sales and marketing processes has traditionally been focused on very transactional arrangements. These have typically included voice-based out-bound sales support and in-bound customer care operations. This market has continued to mature in the last 10-15 years, leading to the increasing commoditization of services, wage inflation, expectations for highly location-based service delivery and other factors that have led some service providers to question the future of the business and what role they should have in it.   This was especially noticeable when IBM decided to divest its contact center business to Concentrix last year. In this POV, we make the argument that in order to reach the next level of growth in this market, service providers need to bring the conversation out of the commoditized world and back to that of value – and what that means to today’s Chief Marketing Officer. There are a range of marketing processes that tie into digital enabled customer lifestyle journey that we believe are ripe for service providers to take on, towards creating a valuable end-to-end business case that the C-Suite is ready to sponsor.