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Managing Change in the Technology-Driven Marketing Organization

Technology is transforming direct marketing organizations. Every organization is pursuing the connection of first-party and third-party data to inform marketing through real-time platforms that engage addressable audiences across channels and media. These new capabilities are being driven by new marketing technologies that are expanding rapidly and changing the way direct marketing organizations deliver consumer experiences.

These transformations are occurring quickly and a change management strategy is necessary to facilitate the implementation and governance of a proper response. An effective change management approach will ensure that goals, objectives, and ROI are upheld and even maximized, while still driving the organization or project forward. There are many aspects to a successful change management strategy, but here are four key points that should apply to any approach:

  1. Seek to understand existing norms and processes and respect them, even when they may seem outdated. The exchange of ideas—both new and old—is crucial to finding the balance between “how we’ve always done it” versus new approaches.
  2. Identify and articulate the best changes and define specific benefits, risks, and impacts of these changes. This enables one to measure these benefits, and drives mitigation and response strategies to risks and issues.
  3. Elicit feedback from all stakeholders connected to the changes. Listen carefully to their responses, as these individuals will have insights and perspective that is very important to capture.  
  4. Embedded in all of the above points is communication. Communication is the number one key to success when managing change. Organizations should strive for transparency to all stakeholders, which will help drive alignment amongst the stakeholders and within the overall organization.  

Business will always need to adjust and transform, whether at the enterprise, organization, or project level. The saying that “change is inevitable” still holds true. Marketing organizations are no exception, as technology drives this more each day. The only question is how you will approach and manage these changes.

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