How to Deliver Successful Marketing Transformation

Institute of Data & Marketing
Course summary
Professional Training
2 days
Full time
Professional Training
Course Dates
Online courses
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Course description

How to Deliver Successful Marketing Transformation

This course is designed to equip senior marketing leaders (CMO's, Marketing Directors, VP's) with the knowledge, skills and confidence to develop and deliver a successful marketing transformation programme within their organisation.

Suitability - Who should attend?

  • The course is aimed at organisations across all sectors and industries, B2B and B2C
  • The course is aimed at senior management attendees (i.e. CMO, Marketing Director, SVP/VP) – those that are seeking to sponsor, design, influence and deliver significant programs of change within complex organisations
  • We know that c.70% of marketing and digital transformation projects fail, so being able to lead an organisation through change has never been more important for Marketing leaders than it is today. As more and more senior marketers take on additional responsibilities as marketing transformation and change leaders, this course provides them with the skills, frameworks and practical tips they will need to successfully lead and embed the digital change agenda in their business.
  • The course will provide an actionable check-list that will let marketers create a roadmap that will deliver real and tangible change within days of returning to the office.

Outcome / Qualification etc.

You will learn:

  • What successful change programmes looks like and how to define and apply the critical success factors of marketing transformation in the digital world
  • The essential skills needed to build effective change roadmaps, using unique frameworks and tools proven to help define and deliver effective change programmes
  • How to build the case for change at Executive level
  • How to effectively engage the business with the change
  • (By the end of the day, participants will have the skills, tools and confidence to become acknowledged change leaders in their own organisations.)

Training Course Content

What makes transformations successful

  • The barriers that prevent change
  • The characteristics of successful vs. failed transformation programmes
  • The importance of ‘culture’ and leadership in change
  • By the end of this section participants will be able to:
    • Define the ‘burning platform’ for change in their own organisation
    • Identify and overcome the barriers that will prevent change
    • Define the 4 critical pillars of change
    • Describe the critical success factors for successful transformation
    • Define how the culture of their organisation will impact willingness to change

Becoming a change leader

  • The importance of leadership in mobilising an organisation to change
  • How the behaviours of the change leader differ from an operational manager
  • How this affects their own approach to leadership
  • By the end of this section participants will be able to:
    • Identify the changes they need to make to their own behaviours to become a successful change leader

Aligning the organisation

  • Making a compelling case for change
  • Useful frameworks to align senior teams around a shared change agenda
  • Engaging the organisation: The role of the “Guiding Coalition”, and how it can build momentum for change across all levels of the organisation
  • Introduction to important change principles: customer centric design, servant based leadership, senior led/employee designed, role of leader/manager
  • By the end of this section participants will be able to:
    • Recognise the critical importance of senior leadership alignment in successful transformation, and describe how this can be achieved in their own organisation
    • Plan how to identify, engage and build a change coalition

Building the transformation programme

  • Identifying gaps between current and required state (including review of how frameworks such as TCF’s SCHEMA Assessor-Benchmarker accelerate this)
  • Project and initiative prioritisation
  • Developing a practical roadmap
  • Securing buy-in from delivery teams
  • By the end of this section participants will be able to:
    • Carry out a gap analysis showing where their organisation needs to change
    • Develop a prioritised roadmap for change

Making it happen

  • The principles of an agile change project
  • Building the operating model
  • High performance team development
  • By the end of this section participants will be able to:
    • Setup an agile change team
    • Understand the importance of operating model and high performing teams

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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70 Margaret Street London

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