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

Share this article:
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


Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.