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People, Process, & Politics: Managing Organizational Change [Webinar]

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Watch the webinar:
http://resources.kapost.com/change-management-process-marketing-webinar.html

Change management is a leadership function. Do it right and it can be a career-maker. Do it wrong, and it can be a career-breaker. But Michelle Johsnston, SVP of Professional Services at Kapost, believes that marketers are the best-positioned to lead change effectively by approaching change the same way we approach marketing campaigns.

Published in: Leadership & Management
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People, Process, & Politics: Managing Organizational Change [Webinar]

  1. 1. People, Process, and Politics Managing Change for Marketers Michelle Johnston SVP Professional Services, Kapost
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  3. 3. 3 Copyright © 2018 Kapost. All rights reserved. Change Change is life. Life is change.
  4. 4. • “I let it evolve naturally” Have people “adopt it naturally”…they won’t • Grassroots effort? Change pushed from the bottom? Revolution • Unmanaged, change adoption is predictably painful and less than hoped for • First…last…always: Change management is a leadership function Managing Change? Is that even a thing? 4Copyright © 2018 Kapost. All Rights Reserved.
  5. 5. I’m not a consultant… I am not a psychologist… I know marketing…not change management 5 Lucky for you, that’s a perfect place to start!
  6. 6. A Quick Lesson in Change Theory: Try to stay awake… Stages of Change Champion I will be a champion Information with some leadership involvement sufficient here Significant information and support needed here. Leadership involvement essential. “I heard something was happening” “I understand where we are going and what that might mean to me” “I know how I/we need to work differently” “I’m ready to do it the new way” “This is the way we do things here, and here is why it matters” Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change 6Copyright © 2018 Kapost. All Rights Reserved.
  7. 7. This Is How You Win Stages of Change Champion I will be a champion Information with some leadership involvement sufficient here Significant information and support needed here. Leadership involvement essential. “I heard something was happening” “I understand where we are going and what that might mean to me” “I know how I/we need to work differently” “I’m ready to do it the new way” “This is the way we do things here, and here is why it matters” Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change Your Goal 7Copyright © 2018 Kapost. All Rights Reserved.
  8. 8. This Is What You Need Leaders to Do Stages of Change Champion I will be a champion Information with some leadership involvement sufficient here Significant information and support needed here. Leadership involvement essential. “I heard something was happening” “I understand where we are going and what that might mean to me” “I know how I/we need to work differently” “I’m ready to do it the new way” “This is the way we do things here, and here is why it matters” Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change Influential Leaders Make It Happen 8Copyright © 2018 Kapost. All Rights Reserved.
  9. 9. Different Teams at Different Points Stages of Change Champion I will be a champion Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change Champion I will be a champion Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change Champion I will be a champion Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change 9Copyright © 2018 Kapost. All Rights Reserved.
  10. 10. Different Teams at Different Points Stages of Change Champion I will be a champion Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change Champion I will be a champion Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change Champion I will be a champion Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change 10Copyright © 2018 Kapost. All Rights Reserved.
  11. 11. Typical Outcomes Without Change Management Realities of Unmanaged Change Champion I will be a champion Confusion Fear Resistance Ineffective Initiative Political Problems Participation I will change Acceptance translated to reality Understanding change impacts Awareness of desired change 11Copyright © 2018 Kapost. All Rights Reserved.
  12. 12. “I don’t care” Resistance “I feel overwhelmed” Denial & Immobilization Bargaining “Things might get better” Anger & Frustration “It won’t work” “This is so unfair” Testing “Maybe, if..” Acceptance “This is good. We are succeeding” Individual and Organizational Response to Change Time High Low 12Copyright © 2018 Kapost. All Rights Reserved.
  13. 13. Resistance Denial & Immobilization Bargaining Anger & Frustration Testing Acceptance Managing Change Supports Productivity Time High Low 13Copyright © 2018 Kapost. All Rights Reserved.
  14. 14. Change Management Processes ● Vision ● Leadership Support ● Team and Targets ● Effective Governance ● Communication Plan ● Accountability ● Teamwork ● Systems and Processes ● Performance Metrics Marketing Processes ● Campaign Objectives ● Leadership and Business Buy In ● Team and Targets ● Campaign Management ● Communication Plan ● Clear Responsibilities ● Collaboration ● Right Workflow ● Metrics Marketing Expertise Maps Uniquely to Effective Change Management 14Copyright © 2018 Kapost. All Rights Reserved.
  15. 15. Team and Targets Systems and Processes Key factors that support successful Change Management 15 Clear Vision Teamwork Leadership Support Effective Governance Communication Accountability Performance Metrics Copyright © 2018 Kapost. All Rights Reserved.
  16. 16. • Know where you want to go • Know who will be impacted • Know what’s in it for each party Think about this the way you would the goal of a campaign. ● What do you want the desired outcomes to be? ● Which persona/customers/stakeholders do you expect to reach? ● What will be the impact to each? Vision Clear Vision 16Copyright © 2018 Kapost. All Rights Reserved.
  17. 17. • Identify the leaders who will have team members impacted • What is the impact going to be for their teams? • Who can these leaders influence? • What will their challenges likely be? This is an important step in any internal campaign. Or, like getting business unit buy- in and leadership approvals to make your campaign successful. ● Where will you need leadership support? ● What key messages do you need them to deliver to their team? Leadership Commitment Leadership Support 17Copyright © 2018 Kapost. All Rights Reserved.
  18. 18. • Identify production team - What skills will you need and for how long? • Define and document target audience - Which persona/customer/stakeholder do you need to target? As with any campaign, it will be important to identify your resources and your target audience. Who will be on the team? Who are you going to target? Which personas? Which stakeholders? • Refine from your vision to make it real: - Which persona/customers/stakeholders do you expect to reach? - What are your desired outcomes for each persona/customer/stakeholder? - What will be the impact to each? Teams and Targets Teams and Targets 18Copyright © 2018 Kapost. All Rights Reserved.
  19. 19. Effective Governance • Who will help lead and manage your effort? • Include leaders you need to have support effort • Consider who are impactful influencers How you will actually lead and manage a change, how you will govern it, is a step many are tempted to omit. This is your strongest lever to move things forward effectively. Get leaders involved, they can make it happen. ● Limit meeting length and time required ● Be very organized in the ask to the governance team ● Include this group systematically in your communication plan Effective Governance 19Copyright © 2018 Kapost. All Rights Reserved.
  20. 20. Communication • Build your communication and engagement plan • Think carefully through your personas, messaging, channels, and timing • Pilot messaging and ideas before you launch You likely know how to do this better than any other leadership function. You can likely do it better than many “change specialists.” Be sure to think systematically about the role you want leaders to play. ● Make it easy to message systematically ● Include regular, targeted talking points for leaders and champions Communication 20Copyright © 2018 Kapost. All Rights Reserved.
  21. 21. Accountability • Make it clear who’s accountable for what • Review status and next steps • Celebrate wins publicly when possible This works best when participants are a) clear about their role and b) clear about their responsibilities. Make both easy. ● Use your communication and engagement plan ● Update when necessary ● Let leaders know who’s successful (Healthy competition can help you) Accountability 21Copyright © 2018 Kapost. All Rights Reserved.
  22. 22. Teamwork • Encourage collaboration • Make it fun when it can be • Food helps—really! Any significant change requires a collaborative approach to move from a theoretical vision, to a reality within your organization. Creating opportunities for teamwork, rewarding collaboration, and providing incentives for sharing the load will move your effort forward more quickly. ● Highlight team efforts and collaborative results ● Be creative about how to reach a goal—together Teamwork 22Copyright © 2018 Kapost. All Rights Reserved.
  23. 23. Systems and Processes • Be creative…and systematic • Use and execute your communication and engagement plan • Clarify processes that are not well understood and document them You may only face a small number of large changes in your career; being systematic in your methodology will (perhaps counterintuitively) allow you to be more creative in your approach. ● Use a template or standardized toolset that allows you to easily share views with others ● Provide consistent updates to key leaders and champions ● Consider a calendar view so participants can see what’s coming Systems and Processes 23Copyright © 2018 Kapost. All Rights Reserved.
  24. 24. Performance Metrics • Early in your planning, establish success metrics • Determine how you’ll know that you’ve reached a goal • Consider options to measure both lagging and leading indicators Marketers get metrics—these are very similar to what you do consistently. Consider early in your effort what measures might work and adjust as you learn more. ● Don’t wait to define the perfect measures; start with a pilot and refine ● Ask stakeholders what measures they think might work—they may have great ideas Performance Metrics 24Copyright © 2018 Kapost. All Rights Reserved.
  25. 25. Some Quick Examples
  26. 26. Content US Leadership (Katherine ) Define current stakeholders and initiative teams US and EMEA Divisions Prod Mkting Mar Comm Pharma Events Team Digital infrastructure Demand Gen budget Demand Gen COE Public Affairs Thought leadership Pharma (Carlos) Healthcar e Education Product Demand Gen (Andrea) Branding Team Events Team DigitalUno LatAm Sales Global Agencies Mar/com m council Global Comm (Eduardo) Digital Svcs (Sam, Ella) IT (Taiwan) Global MarCom US Sales teams Global Salesforce Team Media Relations Marketo Team DAM Integration Team Global COEs External PR Directors Social Team US Education US Sales (VPs) Regional Pharma Leaders Vertical Sales Leaders Divisional Leadershi p Who will be impacted directly by this change? Who is currently using the X that is changing? Which teams will be affected once the change occurs? Moving forward who should we include to help support this effort? Medical Technologies All Divisions Regional MedTech Leaders APAC IT Innovations 26
  27. 27. - Potential to Impact Success + -EaseofInfluencing+ Later priorities Prioritize Groups Highest priority Near-term priority Later priorities Mid-term priority Content US Leadership (Katherine ) US and EMEA Divisions Prod Mkting Mar Comm Pharma Events Team Digital infrastructure Demand Gen budget Demand Gen COE Public AffairsThought leadership Pharma (Carlos) Healthcar e Education Product Demand Gen (Andrea) Branding Team Events Team DigitalUno LatAm Sales Global Agencies Mar/com m council Global Comm (Eduardo) Digital Svcs (Sam, Ella) IT (Taiwan) Global MarCom US Sales teams Global Salesforce Team Media Relations Marketo Team DAM Integration Team Global COEs External PR Directors Social Team US Education US Sales (VPs) Regional Pharma Leaders Vertical Sales LeadersDivisional Leadershi p Medical Technologies All Divisions Regional MedTech Leaders APAC IT Innovations 27 Prioritized groups
  28. 28. ● Their leadership (need to know what their leader wants to see) ● Key influencers in the broader organization ● Our outreach goal for engaging them ● What matters most to that group ● The key message we need to communicate ● Our approach for engaging them, such as channels and timing ● “An awareness milestone”: what it would take to make this group “aware” of a content operation ● “An understanding milestone”: What it would take to make this group “understand” a content operation ● There is an opportunity to define these milestones for the remaining three groups Define priority group needs and messaging For each prioritized stakeholder group, document: Then, for the top 6-8 stakeholder groups, further define: 28
  29. 29. Build Communication and Engagement Plan COMMUNICATIONS NEED MESSAGE TARGET CREATION DETAILS # Requestor Planned Distr. Date Status Topic/Title Objective(s) e.g., inform, support Key Messages Audience Vehicle Responsible Drafter Draft Date Responsible Distributor Actual Distr. Date Ex. Erica 8/25/18 Planned Why a Content Strategy and Operation Matters Inform Distinguish between marketing and content strategy CC US Leadership, US Demand Gen, Global Demand Gen Monthly conference call Daniel 7/27/18 Mandy TBD 1 Michelle 9/1/18 Planned Talking Points: FAQ Inform, Support Provide targeted leaders with initial set of talking points All LT in Demand Gen, US Regional Sales, Education Social Leaders Webinar Hosted by Omar - Follow up “Talking Points” Callie 8/2/18 Lara S. 9/1/18 2 3 29
  30. 30. 30 Copyright © 2018 Kapost. All rights reserved.

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