The primary objective of this initiative was to prepare for and deliver change in a manner where individual teammates welcomed it and the organization and enterprise realized transformational outcomes. As with most transformation initiatives, resistance to change was the expected cost of doing business. There were, however, two significant factors driving the complexity of change in this undertaking. The first was that the primary impacted organization would be a creative-heavy marketing function. One that was not used to the operational rigors being considered in this transformation. The second was that marketing performed by this organization was decentralized across multiple brands and had a global footprint.
Results will pave the way for the other brands to follow!
The key to driving change in these four areas was to identify the individual personas and tailor each component of change to their specific needs. We also employed an agile and transparent approach to change that elicited feedback and adjusted in real time to gain individual buy in and trust.
A blended learning approach was deployed and anchored by interactive learning modules that were highly engaging and featured participative user actions to drive muscle memory and uplift business goals. Our blended learning approach included: quick reference guides, interactive training modules, instructor led classes (in persona and remote), and 1:1 sessions.
Creating a Center of Excellence (COE) to Support Change
The center of excellence was utilized to provide a one stop shop to communicate all transformation related activities including communications, news & updates, feedback surveys, training and videos, frequently asked questions (FAQ) and change champions and power users to support change initiatives.
While still in-flight, the client has already garnered significant buy-in from key stakeholders and gained support from the broader group of impacted staff. Moreover, teams are excited with their new approach to work, the enhanced operational infrastructure, and the benefits it will bring to the organization and the enterprise. Staff are excited about being able to provide their managers and executives with the level of transparency and insight they need to make informed decisions while at the same time reducing the level of effort required to capture or produce that information. Finally, our approach has established the platform for enabling change throughout the enterprise as the model is replicated across the decentralized marketing organizations and global regions.