MarketingProfs B2B Forum 2023

Driving Successful Change in a B2B Marketing Team

October 5 - 11:40am to 12:25pm

Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

Session Type: Concurrent Session

Session Topic: Change Management


Humans have a bad track record with change, and marketing is a constantly changing field. When 80% of change efforts fail even in glacially slow industries, how can marketing teams stay current without exhausting staff? Recent research and literature in the field of change management offer many helpful ideas and frameworks.

Tom Swanson will focus on applying those ideas and frameworks to marketing teams, including how Heinz Marketing does it themselves and with their clients.

In this session, you’ll learn:

  • Important models for planning and managing change and how to use them
  • How to identify, build, and engage winning coalitions in any organization
  • How to lead effective meetings about change

Sponsors That Change the Game

Title

Knak

Platinum

Agorapulse
BlueOcean
Printfection
Uptempo
Validity
Vidyard

Gold

Act-On
CONTENTgine
Cvent
Letsignit
Litmus
Momentive
Onalytica

Partners

American Marketing Association
Rep Cap

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