How could we gamify marketing efforts to make them more fun and engaging?

Yes, but it will be fun bullshit! And likely mandatory!

Wait…

I think it truly can, but when the incentive isn't there, people often see no point in it. I resent patronizing gameification where people bolt some nominal gamed system onto a horrible job and call it a day as if it was just a question of perspective. That completely undermines the huge efforts invested into making games engaging.

That said, if you can engender a feeling of competition and make people feel like they're achieving something, I think it can work.