Change Management Strategy for Marketers
Change management is an inescapable business truth, and that is no exception for marketing teams. In order to adapt to evolving market conditions, implement ever-changing marketing technologies and adapt to shifting customer expectations, marketers must be ready to adapt and change their strategies.
What is the state of change management across marketing teams today? What perceived benefits are most expected, and what frustrations have marketers experienced adapting to change management?
One minute insights:
- Alignment with leadership was identified as a top factor when navigating change management among marketers.
- Poor leadership was a top selected frustration marketers have faced during times of organizational change management throughout their careers.
- Strategic shifts, digital transformation, and supporting new leadership were identified as primary reasons change management was needed at organizations
- Many marketers report their organizations are using external partners in some of their change management processes, or, in some cases, to run the entirety of the project.
- Most marketers agree that change without change management will fail.
More than half of marketers report using external partners to direct their change management to some degree, and most are satisfied with change management overall
Among respondents who report their organization is currently undergoing change management, most (51%) say external partners are either primarily overseeing change management (21%), or are engaged in certain aspects of change management (30%).
Among surveyed marketers who engage with external partners to oversee change management, 71% would recommend the external partner to a peer.
Two-thirds of respondents (66%) say they are using software-based tools as part of their change management efforts.
Question: If you could go back in time, how would you change your approach to change management?
Start sooner and communicate more are always two things that can be done better.
I would initiate the change exercise with onboarding all concerned even before the exercise is initiated and communicate the purpose, vision and end goal with everyone instead of just giving individual responsibilities of their domain / track to teams or track owners.
Marketers report their organizations are turning to change management to meet strategic shifts, and most believe leadership alignment is a key factor in navigating change
Among respondents undergoing change management, the three most selected reasons their organization currently needs change management are a strategic shift (55%), digital transformation efforts (49%), and new leadership (37%).
Factors selected most frequently by respondents when asked which are most critical when navigating a period of change are leadership alignment (66%), employee feedback (62%) and communication (55%).
Question: If you could go back in time, how would you change your approach to change management?
Align all stakeholders together with realistic objectives and give time to change.
I would opt for better alignment of all possible parties -- directly or indirectly being affected by change. Also, better communication.
Better communication from leadership.
Involve more people.
When considering any issues experienced during organizational change throughout their careers, surveyed marketers selected poor leadership from those leading change efforts (52%), lack of employee feedback (46%), and employee burnout due to the extra burden of change (41%) most frequently.
Most respondents (87%) agree or strongly agree that change without change management is likely to fail. Just 3% of marketers disagree.
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