Why Transformation Fails

Carlos Hidalgo

Chapter Chapter 3 in Driving Demand, 2015, pp 33-46 from Palgrave Macmillan

Abstract: Abstract In 2014, B2B marketers were asked to rate the most important “soft skills” needed for the “Skills of the Modern Marketer,”1 and the number one response was “the ability to embrace change” with 75 percent of the respondents ranking this as the highest priority. With the majority of organizations ranking this skill as the top one, why are so many organizations struggling with the ability to transform? I’ve met with many marketers and marketing leaders who understand that what has worked in the past is no longer effective in today’s environment. However, despite this recognition, very few organizations are making the necessary changes. The following sections discuss some of the most common reasons I see for this lack of change and the obstacles marketers face when seeking to transform their demand generation practice.

Keywords: Vice President; Soft Skill; Demand Generation; Marketing Department; Sales Team (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-52680-9_3

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137526809

DOI: 10.1057/9781137526809_3

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().