Do you remember the movie “It Could Happen to You?” It was a 1990s movie where a cop promises a waitress he will tip her half of his earnings if his lottery ticket is a winner; then he wins $4 million. The cop shares half of his winnings with the waitress and life is forever changed for them both. Wouldn’t it be great if we could transform our marketing departments just as easily?
While change is hard, with good planning and a little luck, you really can transform your marketing operation. While the examples shared here focus on the implementation of new intelligence systems at two firms, they can apply universally to any change effort within your organization.