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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 2015 Carlos Hidalgo
About this chapter
Cite this chapter
Hidalgo, C. (2015). Why Transformation Fails. In: Driving Demand. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137526809_3
Download citation
DOI: https://doi.org/10.1057/9781137526809_3
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-55906-0
Online ISBN: 978-1-137-52680-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)