Delivering Change: The key foundational layers needed to successfully deliver marketing in complex organisations

“Most people don’t like change,” according to leadership guru John Maxwell. “They revolt against it unless they can clearly see the advantage it brings. For that reason, when good leaders prepare to take action or make changes, they take people through a process to get them ready for it.”Technology-driven change is a constant in marketing today, according to Norma Abeyasekera, co-founder and principal of transformation consultancy Abey & Abey Consulting. But clearly communicating the benefits of that change is crucial to helping employees to get on board.Here’s what you need to do to manage transformational change successfully in your marketing team.