White Paper: Transition Leadership: Ensuring Success in Marketing Change Adoption

Share this content:
It is a generally accepted view that 80 percent of technology projects fail to achieve the desired results. Does that mean the technology failed to meet company expectations? In most cases, no. The technology is an easy scapegoat, and unfortunately it can often take the lion's share of the blame. As this paper makes clear, the successful adoption of marketing change - and getting the desired results - hinges on people, as much or more than the associated technology.


Organizations struggle with successful adoption whether it's a new strategy, process or technology. Everyone talks about how hard change is - it's old news. Yes, people dislike change; we know that. However, taking the right approach from the start can make the entire process less cumbersome, more efficient, more effective, engaging and exciting.


Without a doubt, the single biggest indicator of integrated marketing and technology success is user adoption. Adoption simply means the people who must interact with technology, strategic approach or process on a regular basis understand why the change is taking place and are willing to act appropriately.


http://www.dmnews.com/pdffiles/transition.pdf


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here