The business of marketing is evolving rapidly, and The Pedowitz Group (TPG) is a firm that prides itself on helping organizations change from a cost center to a revenue center. It’s in our blood.
Over the years, we have partnered with hundreds of organizations to implement a new marketing strategy. We have seen the successes and the failures. We have learned from mistakes. With that in mind, we have been able to couple organizational change management with our expertise in digital marketing, allowing us to offer a unique service: Organizational Change Management consulting specifically for marketing transformation.
Today, marketing leaders need to be armed with the knowledge and skills to drive and manage change effectively. Mastering change is not enough for today’s marketer to be agile, innovative and able to scale marketing activity to meet the demands of today’s consumer. At TPG, we are experts in digital marketing and we have worked closely with hundreds of organizations, helping them transform from cost centers to revenue centers.
Based on our experience, we created a model that represents the stages of Revenue Marketing™ change. Our model has 5 distinct stages:
- Resistance & Awareness
- Understanding & Acceptance
Being aware of the stages that your marketing organization will go through is the first step as you shift from a more traditional marketing organization to a digital, or Revenue Marketing™ organization. Failure to plan ahead for the inevitable changes that occur during a marketing shift will result in lost time, energy, efficiency, and likely, a failure to actually adopt the strategy you were shooting for.
In fact, a recent McKinsey study examined the effect of Organizational Change Management on a project’s ROI, amongst other project variables, and found that those with poor or no change management achieved 35% ROI, where those with excellent change management achieved 143% ROI! That’s a compelling argument for proactively managing change.
Our comprehensive Organizational Change Management consulting services are rooted in experience – walking the line with our customers for nearly a decade to drive change.
- Evaluation of the strategic shift required to achieve desired business outcomes
- Preparation and plan development to overcome resistance and create awareness around changes to ensure buy-in within the organization
- Comprehensive implementation planning of your marketing strategy, designed to minimize resistance and foster acceptance
In his most recent book, Hacking Marketing, Scott Brinker discusses in great detail the shift from being marketers to marketers in a rapidly evolving digital world. He discusses three core concepts that marketers today must adopt: agility, innovation and scalability. For most marketing organizations, this serves as a catalyst for significant change in the way we think about marketing and how we engage our customers.
Those who fail to adapt, says Brinker, do so at their peril. Adapting to this new environment means that we must proactively develop a strategy for managing organizational change. TPG’s Organizational Change Management Consulting services are designed to get you through your transition as quickly and efficiently as possible.
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