Model Overview Report

The Change Management Model

Adele Sweetwood
Marcia Trask
Sep 08, 2020

Summary

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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