Article at a glance:

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.