Course overview
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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.
What you'll learn
- What successful change programmes look 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 the 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.)
Study method
- Online
- Blended
- In-class
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Duration study load
- 2 days (12 CPD hours)
Who's it for?
- 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 checklist that will let marketers create a roadmap that will deliver real and tangible change within days of returning to the office
Delivery
This course consists of a series of tutor-led sessions and 1:1 coaching.
The five tutor-led sessions will take place over 3 weeks at lunchtime.
Week 1
- Session 1: Tuesday 12pm – 2pm
- Session 2: Thursday 12pm – 1:30pm
Week 2
- Session 3: Tuesday 12pm – 1:30pm
- Session 4: Thursday 12pm – 1:30pm
Week 3
- Seesion 5: Tuesday 12pm – 1:30pm
The two coaching sessions will take place during and after the course and will be scheduled directly with the tutor to suit your schedule.
Subjects
- 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
- 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
- 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, the 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
- 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
- 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:
- Set up an agile change team
- Understand the importance of operating model and high performing teams
About Institute of Data & Marketing
Upskill. Boost your performance. Grow your career with IDM!
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
