3 ways marketing can help in Making transformation work Three experts share their experience on how business transformation works, and how marketing can be at the centre of that change Chieu Cao, co-founder and chief marketing officer, employee benefits company Perkbox 1 Martin Nieri, chief executive at global consultancy Partners 2 Kora Habinakova, marketing manager, e-commerce solutions firm PureNet 3 Marketing plays a vital role in interpreting the vision The key word internally must be bravery Create a more collaborative environment within the business The first step to successfully implementing change is realising the importance of marketing in the process. Marketing is the bridge between the outside world and the company. It dictates how the business is perceived and differentiates you from competitors. Successful companies anticipate change, seeing it as a natural part of their journey, and as a necessary aspect of doing business. Marketers also play a key role in transforming the ideals of founders and business leaders into branding and messaging. They also control the communication channels to the outside world, so transparency on platforms such as social media is crucial. It all needs to be done in a way the outside world will relate to and accept. Marketers play a vital role in interpreting this vision which is subject to continued change and relaying it externally, through transparent communications. The past five years have been defined by business transformation that drives efficiency; with these efficiencies in tow, growth can be achieved by a keen appreciation of the changing needs of consumers and investment in the creative fusion of proposition development and brand management. With pressures building on traditional product-led organisations, the keyword internally must be bravery, even in cultures that, for years, have promoted caution. Marketers must be allowed to stretch their horizons, from the day-to-day trading drumbeat, or half-yearly big budget campaign management, to a more innovative focus on enhancing the lives of customers. So, as well as adapting your brand story appropriately, this will mean taking over responsibility for new product development, having a say on IT resource management and acknowledging any weaknesses in their teams, even when recruitment is being restricted. The first step in effecting and engineering change is to spot the big opportunity. This is not often easy; even thrill-seeking marketers can get comfortable in a routine of our business or industry. Lassitude of this nature poses a threat to business growth. Keep your eyes and ears peeled for any new opportunities that your brand could benefit from. Remember, prompts can come from your colleagues, competitors, or even businesses outside your industry. Using change management tools, such asKotters eight-step process,will help you stay on track with what you want to achieve. This tried and tested framework will help you get everyone within the organisation on board and, in itself, help create a more collaborative environment within. Once your internal teams are aligned and on board, it will be easier for you to plan and implement your marketing strategy. cim.co.uk/exchange