- Posted by admin
- On 20/05/2016
I published a piece on LinkedIn titled Digital Transformation – The Missing Piece – the premise being that as a discipline change management is often ignored, underfunded or marginalised.
This is a threat to small-medium marketing agencies. Agencies can by a useful blame-recipient if a project unravels regardless of whether the root cause of failure was part of the scope of work. An amorphous cause of failure is even more likely to fall downhill onto the agency with the words “… well you’re the experts, you should have thought of that.”
However unfair that seems, it’s reality – agencies are easier to blame and fire than employees within the client organisation. As an agency leader or senior employee you probably hear the term ‘Digital Transformation’ used quite a lot. As my article details, the promise is large, but the process is tricky. Agencies may be responsible for a portion of the delivery of the component systems or even some of the marketing processes. What agencies are not responsible for is the adaptation of the client organisation to all the new systems and processes as part of the transformation. This is more than training and adoption, it’s change management, but if those systems aren’t used then the project is a failure.
While agencies may not be responsible for the change aspect, as part of the delivery process they are well placed to see the organisational issues as they arise.
My advice is to memorialise observed organisational obstacles with the client in a dispassionate, measured and actionable way, thus separating the disciplines of change and delivery.