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Schedule Viewer 2022

Use the filters to identify the speakers and sessions that present solutions to your greatest content marketing challenges. Keynotes and breakout sessions are currently available on demand to All Access, Main Conference Plus (with on demand option), Virtual Experience, and On Demand passholders.

Fuel Marketing Transformation with Team Alignment

Jenny Magic  (Strategist, Better Way to Say It)

Location: Room 3

Date: Thursday, September 15

Time: 12:20 pm - 12:50 pm

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Track : Teams & Culture

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Strategy consulting costs $30 billion a year but 80% of those initiatives fail. Why? One single factor predicts the winning 20% – team alignment. Is your team dysfunctional or ready to tackle that new initiative? The plan can make perfect sense on paper but be rejected in practice; the reason gets clearer when you consider whose job gets easier, who gets credit or extra resources, and individuals' aversion to risk and change fatigue.

Change can be easy or hard; smart teams prepare. Learn from our experiences with organizations as diverse as a $1.7B member association, a top-50 university, a utility provider, and a global mining company as they implemented new content technology, overhauled legacy websites, expanded to new content audiences and more. We'll share simple and actionable tools supported by decades of change research to help you create a compelling change roadmap for your team.


* Get your team ready for an upcoming change by understanding the who, what, when, and why of change
* Learn how to adapt familiar content marketing frameworks (personas, customer journeys) to your internal team to plan for greater success.
* Identify and engage key audiences to address communication and training needs to improve buy-in.