Best Practice Report

Change Management: Humanizing Change

Adele Sweetwood
Marcia Trask
Jan 01, 2018

Summary

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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