This question was posed on a LinkedIn thread. The answer of course is yes, but it ain't easy. If a change isn't demanded from the top, it can be impossible. In a job like marketing, we serve many masters, er, stakeholders. Unless they're all on board with the "new thing", they still need the "old stuff" - both of which take your time that can only stretch so far.
I'm curious to see where this thread will go.