Marketers should build a clear roadmap to help team members visualise and embrace change

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2020, 9:17 AM UTC

Taking a cue from political campaigns can help marketers brand the change effectively.

Businesses should communicate their vision of change among team members by clearly explaining the desired results. To motivate the team to participate in the change management program, marketers should build a clear roadmap and show them how the change will occur over time.

As a part of the roadmap, businesses can measure success in six-month increments against goals like analysing campaign performance, identifying prospects and customer behaviour specific to campaigns and web visits.  Showcasing progress can help marketers provide team members with an appropriate sense of direction.

Organisations should identify all the stakeholders who would be affected by the change management plan. Marketers should further create value statements for each stakeholder persona and communicate with them about the changes.

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