Welcome THE power of marketing transformation ISSUE Marketing has the power to transform organisations and results. Indeed, in some of the biggest transformations of business success, marketing plays and must play a pivotal role. Thats not always easy, however. Weve all heard the quote, often attributed to Einstein, that insanity is doing the same thing over and over again and expecting different results. If youve visited CIMs Moor Hall, youll have seen that quote on the wall. Its a good reminder of how marketing should operate and of the difference it can create. Of course, marketers often contend that there are many good reasons why repeating a course of action occurs, and why changing tack is difficult. Here are a few reasons that marketers will instantly recognise: lack of budget; lack of time; lack of resources; lack of buy-in across the organisation; lack of willpower to see it through. The trick is not to recognise that there is a problem, but to identify how possible solutions can be implemented. If you need more budget to transform the impact your marketing makes, how do you get it? If you need time, how do you find it? How do you create a strategy that supports your ideas so that the plan youve backed doesnt fall at the first hurdle? How do you get colleagues, and your customers, on side? If you want to gain different results, then marketing must be the clear voice of sanity that drives change. Understanding where marketings positive power lies is the first step to making it happen. Martin Bewick October 2018 Follow us onTwitter Contributors See more at our Content Hub cim.co.uk/exchange Email us your suggestions for Catalyst