Clarify the real driver behind the need for change and where it comes from in the business. This will be somewhere on the spectrum between survival and growth.
Step 2 - Audit, Analysis and Evaluation
Gather intelligence from around the organisation that confirms or dispels the need. Quantify the opportunity and the resources available, including possible people, budget and time.
Step 3 - Scope Creativity and Innovation
Identify team members or others who share the common purpose from steps 1 and 2. Explore the wider possible solutions to the challenge by thinking outside of the box.
Step 4 - Shape and Design the Plan
Use a proven methodology such as SOSTAC to construct a logical set of actions that feed tactical objectives that in turn feed strategic goals that in turn help to deliver the organisation’s vision.
Step 5 - Action, Implementation and Control
Project management with regular reporting of progress towards completion of milestones identified in step 4. Communicate across the team not only the objective performance but subjective positives and negatives.
Step 6 - Unite, Consolidate and Learn
Share collective outcomes with the team and senior management. You will have created a process that can be duplicated in future projects so what have you learned and what would you remove if you were to repeat.
The key to successful roll-out of marketing initiatives is communication. Upwards, downwards and sideways. Watch for the vital signs of early disagreement and discomfort and conversely, shout and share every success as you journey through the process.
Marketing’s role throughout this process is to manage both the dynamics and change within the organisation as well as the customers who need to be transitioned through the change as well. Let us know if you need assistance in developing and rolling out strategies for change in your organisation and together we can put the theory to test.