The document discusses how to effectively transition an organization to new technologies. It suggests that organizations try to do fewer things better by focusing on technologies that will create real value and that the organization believes it can successfully adopt. It also recommends planning and budgeting for employee adoption from the start, including accounting for training. Leading by example, such as participating on new digital platforms, is also presented as a way to model desired changes. Engaging HR early is further advised to help adapt management processes and institutionalize new practices.

1. I S Y O U R T E A M A C T U A L L Y U S I N G
T H A T N E W T E C H N O L O G Y ?

2. Most likely they are not. If
there is one thing I’ve found
consistently in both the
corporate world and in
academia, it’s that you can’t
use too many tools. If the
technology becomes a part
of the job that must be done,
the tool must be used.
Choosing a few tools, and
getting the entire
organization accustomed to
using them, is the best way
to ensure adoption. It is
tempting to try to incorporate
new ones, but as this article
states, focus is often on
deployment, not adoption.

3. A few key tools are all
we can expect in terms
of adoption, so
transitions must be
incorporated into any
new decisions.
Investment into
something new comes
at a cost – and work
functions become about
the technology instead
of the task at hand until
the adoption is
complete.

4. Here’s how to better lead the transition to new, digital marketing ways of working:

5. 1) Do Fewer Things Better

6. You can’t jump
on every new
technology.
Focus on ones
that will create
real value—and
that you believe
you can execute.

7. 2) Plan And Budget For Adoption From The Start

8. Communicate
the value of
adoption to your
employees. Take
into account the
people,
processes, and
structural
changes, and
budget for
training.

9. 3) Lead By Example

10. Model the
change you want
to see happen.
For instance, you
can participate
on digital
platforms and
experiment with
new ways of
collaborating and
connecting with
employees.

11. 4) Engage HR Early

12. When relevant,
encourage HR to
take a leadership
role in the
transformation. It
will be essential
for them to adapt
management
and HR
processes so the
new practices
get
institutionalized.