Best Practice Report

Change Management: Humanizing Change

January 1st, 2018
Adele Sweetwood, null
Adele Sweetwood
Marcia Trask, null
Marcia Trask


A B2B organization’s success in undergoing a significant change (e.g., major acquisition, digital transformation) hinges on individual stakeholders’ abilities to adapt to the requirements necessary to support the transformation. Adoption by stakeholders is not guaranteed, and transition efforts cannot succeed without the buy-in and ongoing support of all participants in the change. In this report, we explore the attributes of successful change management efforts and tactics that marketing leaders can use to ensure sustained stakeholder adoption.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.