The document discusses the crucial role of change management in driving digital transformation, highlighting common pitfalls that can lead to failure such as poor communication and lack of leadership. It emphasizes the importance of understanding the employee change journey and appealing to their logical, emotional, and behavioral aspects to foster sustainable change. Ultimately, the challenge of digital transformation extends beyond technology to effectively managing the human elements involved.

1. Powered by
What’s Next:
Change
Management
as a key driver of Digital
Transformation

2. Welcome
Dayoán Daumont
Consulting Partner
Ogilvy Consulting
Patrick Cheong-See
Consulting Partner
Ogilvy Consulting
Daniel Bennett
Consulting Director,
Behavioural Science
Ogilvy Consulting

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4. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. Ogilvy
Consulting
Change management as a key
driver of Digital Transformation
MARCH 2019

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1. Changemanagementasakeydriverofdigitaltransformation
2. Whydigitaltransformationsoftenfail
3. Creatingsustainablechange
Agenda

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CMOs Spend More
on Technology Than
Talent
Source: Gartner 2018

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"ThechallengeisthatCMOs'ascenttotheirloftytechnology
rolehasbeenswift,andthelearningcurvehasbeenintense.
Poorlyselected,under-performingorunderusedmarketing
technologyforcesmarketingteamsandagenciestorelyon
manualprocesses,whichhurtsmarketingefficiencyand
effectiveness.
Previousbudgetincreaseshavecomewithweightyexpectations,
someofwhichhaveyettobemet.Thetimehascomefor
marketingtoshowitsfinancialmanagementcredentials”
EwanMcIntyre,Gartneranalyst

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Digital Transformation
DIGITAL MARKETING MATURITY CURVE
TRANSFORMEDSTARTING THE ENGINE
Strategic
STRATEGICDRIVING EFFICIENCYBEHIND THE CURVE TRANSFORMED
WHERE WE
ARE TODAY
WHERE WE WANT
TO BE
DIGITAL TRANSFORM
ATION
ROADM
AP
CHANGE M
ANAGEM
ENT

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Why do digital journeys take so long?
Foresight Getting buy-in More leads to more
Process change Measuring change Underestimating the
size of change

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Avoid these common pitfalls…
1. Starting too late
2. Fanfare
3. Failure to articulate the case for change
4. Only focussing on rational elements
5. Lack of communication
6. Not enough leadership
7. Ignoring current corporate culture
8. Not involving the employees
9. Focussing only on the long-term
10. Assuming change is done once initial goals
are achieved

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The real challenge of digital
transformation is not
technology
14

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Towards a solution
- Creating sustainable change

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The stages of change
DIGITAL MARKETING MATURITY CURVE
TRANSFORMEDSTARTING THE ENGINE
Strategic
STRATEGICDRIVING EFFICIENCYBEHIND THE CURVE TRANSFORMED
WHERE WE
ARE TODAY
WHERE WE WANT
TO BE
UNDERSTAND
BELIEVE
LIVE

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How people process change
Employees are made aware of the change, what is
happening and the rationale behind why this is happening
Employees are motivated and inspired by the
change and appreciate the individual impact it will
have on them in future
Employees are equipped with the knowledge and
tools to start living the change and understanding
how to behave differently
HEAD
(Logical)
HEART
(Emotional)
HANDS
(Behavioural)

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Influencing behaviour change – COM-B

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In summary…
The challenge of
digital transformation
is not technology
Understand the
employee change
journey you’re on
Appeal to employee’s
heads, hearts and
hands

21. Questions?

22. Thank you.