Fujitsu is an established IT Services Provider, celebrating its 90th anniversary in 2025. Fujitsu is facing a challenge of IT market disruption and transforming to become a digital and sustainability transformation company, solving not only IT challenges, but business and societal challenges using technology. This means Fujitsu is entering a new market with a new offering. What enables Fujitsu to make such a change? Fujitsu believes the digitalization of sales and marketing is key. The journey, which began in 2020, has delivered increased brand value with the perception change from an IT company to a digital and sustainability transformation company. This case study shows the sales and marketing transformation journey Fujitsu has been on, and shares insights about how B2B marketing can contribute to the transformation of organizations.