Why Transformation Fails

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.