Change - Our proven approach:
Meaningful marketing programs often bring the necessity for change throughout
your organization. Though each client
situation is unique, when change is significant, the following approach ensures
the best environment for success in marketing design and implementation:
start at the top.
significant issue must be driven by the senior leadership
of the organization or receive significant senior support - and be
positioned in the company’s strategic context. Senior sponsorship tips
the balance from resistance to involvement.
assess the current state.
– Prospects – Customers - Competition – Strategies - Staff
We rely on facts.
problems look alike on the surface and sometimes symptoms are
questionnaires, focus groups and other methods, we determine
how all parties define the issues to help our clients avoid jumping to
premature conclusions, and often ill-conceived solutions or programs.
recommend integrated solutions.
present recommendations and plans which integrate
all activities needed – organization positioning, management
leadership development, team building, strategic
business directions, client and internal communications change
management, training, measures and rewards.
partner with internal resources.
utilizing the skills and expertise of internal staff
members, we assure fit with an organization’s culture,
buy-in, and follow through to create lasting change.
teach key players to lead
need to have “skin” in the game since they, not
our consultants are accountable. We
deliver services and skill development support and require leaders to
run the company and do the work of changing it.
identify the actions required
to reinforce the right
plan for long term reinforcement of the behaviors
and actions required to sustain performance.
Rewards and incentives must be present in a systematic fashion to
assure all the time and money invested in making change yields desired
the heart of all we do is the core and basic belief that every
change is difficult and will not happen unless individuals embrace it -
because they have a fundamental understanding of what the change means
to them, first as individuals, then as members of their work group, and
lastly as part of the organization.
For an excellent article on the necessity to sell change throughout the
organization using the techniques proved successful in consumer
marketing, read this article by Dr. Michael Hammer. Click
here. The article is also featured in our "Update"
marketing newsletter, at the "Links" section.
Beyond the capabilities of most marketing firms, we have the resources
to help with change management,
so you can achieve meaningful, lasting results.
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