Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing


The extra issues change, the extra they keep the identical. This phrase is commonly uttered with a adverse connotation, however by the way, it additionally represents an aspirational superb for B2B advertising and marketing managers and leaders. 

In an atmosphere that’s always shifting, manufacturers and companies are tasked with navigating uncertainty whereas remaining steadfast in their pursuit of the identical final objectives: participating prospects, constructing relationships, driving enterprise outcomes.

As such, change administration turns into a key facet of the job, significantly for these in management positions. Focusing on “how to help employees embrace, adopt and utilize a change in their day-to-day work” (as outlined by Prosci), change administration is oft-overlooked however clearly important for a occupation the place at some point can look drastically totally different from the final.

Carol-Lyn Jardine, who now serves as Vice President of Marketing Operations and Productivity at Alteryx, says she’s had the chance to enter new organizations a number of occasions in latest years, and one of many constant themes she encounters is that workers are unsettled by the quantity of change taking place.

“As I have kind of unlayered that conversation, what really comes out is that they’re not necessarily saying that they’re unhappy with change, what they’re actually saying is that they’re unhappy with how change has been rolled out.”

Carol-Lyn has skilled loads of change in her winding profession journey, which crossed paths with Heather Hurst at Workfront just a few years again. Heather, now Senior Director of Digital Engagement at Vivint Solar, has additionally witnessed a considerable quantity of change — and the pains it may result in — throughout her profession. 

“I think we tend to forget that the first question that an employee is really asking is, ‘How does this impact me?’” Heather says of main organizational shifts. “They are concerned with their place in the company.”

Heather and Carol-Lyn had been variety sufficient to affix me for the newest episode of Break Free B2B — our first with a number of company! Getting each of their various views felt becoming for the subject. Scroll forth to uncover them. 

Break Free B2B Interview with Carol-Lyn Jardine and Heather Hurst


If you’re in testing a selected portion of the dialogue, yow will discover a fast common define beneath, in addition to just a few excerpts that stood out to us.

  • 02:53 – Managing change in advertising and marketing
  • 06:18 The evolution of change administration
  • 08:40 – New roles, new views
  • 10:41 – Big information and change administration
  • 12:50 – Communicating round change
  • 16:20 – Barriers to environment friendly and efficient organizational change
  • 21:16 – Aligning work with private values
  • 24:23 – Breaking free in change administration

Nick: What do you assume are the form of essentially the most urgent, pressing adjustments that you just’re seeing in the trade?

Heather: We discuss so much about traits in the way in which that we market and in the way in which that we carry merchandise to life. I feel one of many components that we miss so much in that dialog is the affect that change has on the staff. Whether you’re a new chief coming right into a division or whether or not you’re making one other change, one other shift inside the group, it’s actually, actually necessary to assist lead and handle a bunch by way of any change. 

And, that is one thing Carol-Lyn and I are each actually obsessed with. How do you both come in as a pacesetter managing change or how, as an worker, do you embrace change as effectively? I feel that’s one of many greatest issues that we overlook… management in advertising and marketing can have a reasonably fast turnover typically. And you recognize, you neglect what the affect that may have on workers. So we had been actually excited on the alternative to speak about the way you lead by way of change.

Carol-Lyn: I’ve had the chance to enter new organizations a few occasions over the previous few years. And one of many constant themes that I hear from particularly workers is that they’re unsettled by the quantity of change that’s taking place in their organizations … I take a look at them, and I feel, Wow, we work in expertise. Why are we stunned that there’s change taking place? 

So change is inevitable. And as I’ve type of unlayered that dialog, what actually comes out is that they’re not essentially saying that they’re sad with change, what they’re really saying is that they’re sad with how change has been rolled out. 

That’s one thing that I’ve actually thought of: How will we roll out change? How will we hope individuals perceive why we’re altering what the affect of adjustments and how these adjustments really have an effect on every particular person worker? And are we being clear about that communication to assist them see that imaginative and prescient?

Nick: What is an perception or advice that you’ve got about breaking free?

Carol-Lyn: When it comes to alter administration and type of breaking free, I feel there are some things I’d maintain prime of thoughts. One, assume good intent from the individuals round you as you’re going by way of change behaviors. I at all times attempt and make it possible for after I’m going by way of these items, I assume good intent till it’s confirmed that I can’t—however by and giant, individuals don’t disappoint me in that means.

I at all times attempt and make it possible for after I’m going by way of change administration, I assume good intent till it’s confirmed that I am unable to. @cljardine #BreakFreeB2B #ChangeAdministration Click To Tweet

Heather: I feel that we are able to are inclined to get actually sucked into work … I’ll utterly echo the nice intentions piece from Carol-Lyn. But I feel additionally contemplating how we spend our time both at work or outdoors of labor and how that point aligns as much as our values and the place we need to spend time. I feel that some individuals—particularly in advertising and marketing— we are able to change into workaholics just a little bit. 

So, are we spending our time on our hobbies or household or the entire locations the place we need to spend it? So we do change into extra. I feel we’re higher rounded workers if we determine: What do I worth? And then what does that equate to in the way in which that I spend my time?

I feel we’re higher rounded workers if we determine: What do I worth? And then what does that equate to in the way in which that I spend my time? @hehurst #BreakFreeB2B #ChangeAdministration Click To Tweet

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