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How do you manage pushback from your marketing operations team when implementing new processes or tech?

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As a marketing operations leader, you know how important it is to adopt new processes and tech that can improve your team's efficiency, performance, and alignment. But you also know how challenging it can be to get your team on board with the changes, especially if they are used to doing things a certain way or have concerns about the impact on their workload, skills, or autonomy. How do you manage pushback from your marketing operations team when implementing new processes or tech? Here are some tips to help you overcome resistance and foster a culture of continuous improvement.

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Helene Berkowitz

Marketing Wizard | Former Entrepreneur | Chief of Grammar Police | Making Brands Shine Brighter Than My Wit

1 Understand the root cause

Before you try to persuade your team to embrace the change, you need to understand why they are resisting it in the first place. Is it because they lack the knowledge or skills to use the new process or tech? Is it because they fear losing control or status? Is it because they have doubts about the benefits or feasibility of the change? Is it because they have a low trust in the leadership or the vision? By listening to their feedback and asking open-ended questions, you can identify the root cause of their pushback and address it accordingly.

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Helene Berkowitz

Marketing Wizard | Former Entrepreneur | Chief of Grammar Police | Making Brands Shine Brighter Than My Wit
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I adopt a “try and fail” mentality. This may be typical in startup culture, but it works well at larger, more established companies, too. As a child, whenever I refused to eat something new, my mother would say, “You don’t know what it tastes like until you try it.” Mom was right. All the research in the world can't compare to first-hand experience. So whenever I feel strongly about a new process or tool, I handle pushback with a “Let’s try it and see how it goes” argument. Then - watch, analyze, and learn. It doesn’t mean I’m cavalier about it, either. I come prepared with details: cost, onboarding time, benefits, etc. I present as much information so that my manager can make an informed decision and my team is kept in the loop.

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2 Communicate the value

One of the most effective ways to overcome pushback is to communicate the value of the change for your team, your customers, and your organization. Explain how the new process or tech will help them achieve their goals, solve their problems, or enhance their experience. Show them how the change aligns with the strategic vision and priorities of the marketing department and the company. Provide them with clear and realistic expectations, timelines, and metrics to measure the success of the change. And don't forget to celebrate the wins and recognize the efforts of your team along the way.

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Veronica Salas

Marketing & Product Innovation Director | CPG, FMCG & Retail | Global, Regional (LATAM) & In-country (Mexico and Venezuela)/ Growth Marketing
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For me it is important to show the value of the incorporating tech into our daily work, not only from the result perspective but also to become more agile as a team. Promote a mindset of continuous testing will also help in the future to reduce resistant of the team to adopt new tools and ways of doing things.

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3 Provide support and training

Another key factor to manage pushback is to provide your team with the support and training they need to adopt the new process or tech. This means giving them enough time, resources, and guidance to learn and practice the new skills and behaviors. It also means creating a safe and supportive environment where they can ask questions, share feedback, and voice their concerns without fear of judgment or retaliation. And it means being available, responsive, and empathetic to their needs and challenges during the transition.

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4 Involve and empower your team

Finally, one of the best ways to manage pushback is to involve and empower your team in the change process. Rather than imposing the change from the top down, invite your team to participate in the planning, design, and implementation of the new process or tech. Solicit their input, opinions, and suggestions, and incorporate them into the decision-making process. Delegate tasks and responsibilities to your team members, and give them autonomy and ownership over the change. And leverage the influence and enthusiasm of your early adopters and champions, who can help you spread the word and motivate the rest of your team.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you manage pushback from your marketing operations team when implementing new processes or tech?

1

2

3

4

5

1 Understand the root cause

2 Communicate the value

3 Provide support and training

4 Involve and empower your team

5 Here’s what else to consider

Marketing Operations

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How do you manage pushback from your marketing operations team when implementing new processes or tech?

1

2

3

4

5

1 Understand the root cause

2 Communicate the value

3 Provide support and training

4 Involve and empower your team

5 Here’s what else to consider

Marketing Operations

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