A change management plan includes an analysis of the stakeholders and the impact of the change, a communication strategy, and a training plan. Vision can provide both a sense of being corporate and an enduring sense of purpose. In 1995, John Kotter, a professor at Harvard Business School and a world-renowned expert on change, presented his eight-step change process in his book Leading Change. Kotter argues that, without a sensible vision, change efforts can dissolve into a list of confusing projects that take the organization in the wrong direction.
Kotter stresses that the vision must be easy to communicate. This is true for marketing teams that embrace performance management. The CMO must create a sense of urgency, develop and communicate the vision, remove obstacles, produce short-term benefits, anchor change in culture, and harness change. Once you have a vision, the next thing you need is a method.