Gartner Research

Leading Change in the Digital Marketing Transformation

Published: 19 December 2013

ID: G00255282

Analyst(s): Jake Sorofman

Summary

The digital marketing transformation doesn't happen by edict, by accident or overnight. It requires change management disciplines to organize people, process and technology for success. This research explores how marketers can lead change in driving digital marketing transformation.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Establish a Sense of Urgency
  • Communicate a Clear Vision for Change
  • Make an Honest Assessment of Your Existing Operating Environment
  • Build a Coalition of Support
  • Focus on Achieving and Promoting Small Successes

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