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What's Next: Change Management

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‘The only certainty in life is change' – so why do so many organisations struggle to affect positive change with their employees? And why do nearly 70% of all transformations fail?

In this webinar we look at change in the context of digital transformation and consider what we often get wrong, what we need to get right, and what it means to become a ‘change-able’ organisation.

Published in: Marketing
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What's Next: Change Management

  1. 1. Powered by What’s Next: Change Management
 as a key driver of Digital Transformation
  2. 2. Welcome Dayoán Daumont Consulting Partner
 Ogilvy Consulting Patrick Cheong-See Consulting Partner
 Ogilvy Consulting Daniel Bennett Consulting Director, 
 Behavioural Science
 Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 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. 5. Ogilvy Consulting Change management as a key driver of Digital Transformation MARCH 2019
  6. 6. Ogilvy Consulting 1. Changemanagementasakeydriverofdigitaltransformation 2. Whydigitaltransformationsoftenfail 3. Creatingsustainablechange Agenda
  7. 7. Ogilvy Consulting 7
  8. 8. Ogilvy Consulting 8 CMOs Spend More on Technology Than Talent Source: Gartner 2018
  9. 9. Ogilvy Consulting 9 "ThechallengeisthatCMOs'ascenttotheirloftytechnology rolehasbeenswift,andthelearningcurvehasbeenintense. Poorlyselected,under-performingorunderusedmarketing technologyforcesmarketingteamsandagenciestorelyon manualprocesses,whichhurtsmarketingefficiencyand effectiveness. Previousbudgetincreaseshavecomewithweightyexpectations, someofwhichhaveyettobemet.Thetimehascomefor marketingtoshowitsfinancialmanagementcredentials” EwanMcIntyre,Gartneranalyst
  10. 10. Ogilvy Consulting 10
  11. 11. Ogilvy Consulting 11 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
  12. 12. Ogilvy Consulting 12 Why do digital journeys take so long? Foresight Getting buy-in More leads to more Process change Measuring change Underestimating the size of change
  13. 13. Ogilvy Consulting 13 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
  14. 14. Ogilvy Consulting The real challenge of digital transformation is not technology 14
  15. 15. Ogilvy Consulting 15
  16. 16. Ogilvy Consulting 16 Towards a solution - Creating sustainable change
  17. 17. Ogilvy Consulting 17 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
  18. 18. Ogilvy Consulting 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)
  19. 19. Ogilvy Consulting Influencing behaviour change – COM-B
  20. 20. Ogilvy Consulting 20 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. 21. Questions?
  22. 22. Thank you.

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