Model Overview Report

The Change Management Model

September 8th, 2020
Adele Sweetwood, null
Adele Sweetwood
Marcia Trask, null
Marcia Trask


B2B marketing leaders and marketing operations are tasked to manage ongoing and often sweeping changes as a matter of course. To continue delivering business value to their organizations, they must become adept at guiding their functions through periods of transition. In this report, we introduce the Forrester Change Management Model to provide B2B marketing and marketing operations leaders with a scalable, process-driven approach for driving change efforts and effectively managing transitions.

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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.