Focus on the Humans, From Selling to Change Adoption

Marketer-to-Marketer - #M2M

Matt Heinz, President and Founder of Heinz Marketing Inc., and Katrina Neal, Content Marketing Evangelist for LinkedIn, work their way through the tough subjects of building relationships and change adoption in organizations; how tools can help – and hurt – organizations trying to create and improve processes. In the end, it all comes down to the humans you are working with.
Organizations face considerable struggles in getting even their leaders to think differently when adopting change. Matt describes his experience with an executive who was worried about changing his processes for his team because it would require them to consider the monetary outcome: “You'll have a CMO that is just deathly afraid of being responsible for anything related to the money. [They’ll say], “I don't control when the deal closes.” Well, your sales team doesn't really control that either, so, let's take control off the table and just try to focus on the same goal.”
In her many years at Cisco, Katrina used tools to improve efficiency in production for her teams. She found that sometimes adoption came with patience and understanding the humans behind the processes. “If you actually looked at that adoption curve, you know, it's only the first 20 percent that are those innovators, those thought leaders. The whole other 60 percent, they're resistant. They don't want change. For me, it comes to that trigger; that moment where the pragmatists say, “It's worth the risk.” They stop fearing that things could be worse than the status quo. So, it's very much the human being's process and it’s just time. I think you have to have patience when humans are evolving and changing.
This unique conversation wanders from chickens to stingrays to attribution and then to change adoption, but it's worth the ride. Watch the episode to hear what these marketers have to say about all creatures - but mostly humans.
Full Show (including the video): https://enterprisemarketer.com/podcasts/m2m/season-01-show-07/