If marketing is dating, change management is like a marriage that constantly needs some spice. In this conversation, Nellie speaks with Stacey Taylor, VP of Implementation and Change at Visa, about the glaringly obvious overlaps between marketing principles and successful organizational change. “Everyone says change is hard, but nobody says marketing is hard,” - despite both disciplines aiming to shift human behavior.

Discover Stacey's ACT framework (Audience, Connect, Tune) that applies marketing mindsets to transformation challenges, learn why segmenting employees like customers leads to dramatically better results, and explore how "influencer marketing" tactics could drive adoption rates up by 70%.

Whether you're leading a change initiative or curious about more effective approaches to transformation, this podcast reveals why the best change leaders think like marketers.

• 00:00 - Introduction: Why marketing skills transfer to change leadership

• 01:40 - The three not-so-obvious overlapping skillsets between marketing and change management

• 02:35 - Building loyalty and commitment: Rewarding people for sticking with transformation

• 03:47 - Channel marketing in change: Getting the right message to the right people

• 05:33 - Why people think change management is hard but don't say marketing is hard

• 07:10 - The dating (marketing) vs. marriage (change management) analogy

• 08:15 - The ACT framework explained: Audience, Connect, Tune

• 09:10 - Audience: Making it your job to constantly understand employee sentiment

• 11:17 - Connect: Building trust through transparency and consistent communication

• 12:24 - Tune: Listening and adapting to feedback throughout the transformation

• 13:28 - Where to find useful audience data in organizations with limited HR insights

• 15:36 - How AI can enhance audience understanding for change leaders

• 16:42 - Applying influencer marketing principles to change management

• 18:23 - Why transparency about limitations builds more trust than highlighting only benefits

• 20:30 - Case study: How a telecom company increased field performance by 70% using audience segmentation

• 23:44 - Case study: How Diversified's CEO led transformation through empathy and transparency

• 26:16 - Marketing approaches change leaders should avoid: Demand generation and gimmicky campaigns
  
  

Connect with:

⁠⁠⁠⁠Nellie Wartoft⁠⁠⁠⁠

CEO of ⁠⁠⁠⁠Tigerhall⁠⁠⁠⁠, Chair of the ⁠⁠⁠⁠Executive Council for Leading Change (ECLC)⁠⁠⁠⁠

nellie@tigerhall.com