Marketing teams make changes all the time. But to make big changes in marketing, like using your tech stack more effectively, decreasing your time to market or improving campaign outcomes, a concerted effort to communicate and deliver change is necessary.
In a presentation at the Fall MarTech Conference, Melissa Reeve discussed the “middle-out” strategy, a way to drive successful change in marketing.
As humans, we sometimes make decisions without considering the full implications of our choices. For example, Reeve says, many marketing organizations roll out marketing technology without a change management mindset in mind. This leads to low adoption and utilization rates.
In smaller organizations, change management is often done ad hoc or not at all. Change management initiatives involve planning how the change will be rolled out, communicated and who will be impacted. There might even be new skills required.
A hallmark of change management is that it also actively manages those who are against the change.
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