The complexity that digital transformation brings to the business environment requires new knowledge and expertise in different domains. To avoid the extensive costs of acquiring and managing this knowledge internally, organizations frequently collaborate with external consultancies. In this exploratory case study, we investigate what role the consultancy agencies take within client organizations' transformation journey and how this role is affected by the dynamic nature of digital transformation. The study reveals that the notion of digital transformation in the business environment is fuzzy and challenging not only to the client organization but to the consultancy agency itself which leads to the necessity to narrow down the notion of digital transformation and form a new role.