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