Managing a marketing and sales transformation

Today's proliferating marketing environment frequently requires a transformation of a company's broad-based marketing and sales elements.
Carrying off change of this magnitude at a brisk pace is difficult because of several challenges posed by sales and marketing: organizational diversity and complexity, uncertain competitor and customer responses, and the challenge of balancing creativity.
To overcome these issues, executives need to pay attention to the marketing- and sales-specific subtleties around several critical levers for change.
The key levers to emphasize are leadership and clarity of purpose, capability building, adopting new ways of working, changing mindsets and behavior, and designing the transformation.

Exhibit 1: Successful commercial transformations are made up of five ingredients.
Exhibit 2: Employees must learn by doing.
Exhibit 3: Companies should target initiatives to change mind-sets.

It’s hard for brand managers to keep pace with the shifting attitudes of Chinese consumers. But some trends can be discerned amid the noise.

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