{"id":66935,"date":"2025-04-07T15:57:58","date_gmt":"2025-04-07T05:57:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=66935"},"modified":"2025-04-09T09:52:04","modified_gmt":"2025-04-08T23:52:04","slug":"change-management-for-marketers-perfecting-people-and-process","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/","title":{"rendered":"Change Management for Marketers: Perfecting People and Process"},"content":{"rendered":"\n<p>Salesforce Marketing Cloud offers a complete solution to help you personalise every moment of engagement across the customer lifecycle so you can build lasting relationships and drive business growth. However, the reality is that most marketing teams are not set up to fully harness the opportunities it provides. Their resources are absorbed by manual tasks. They\u2019re stuck integrating data vs innovating with data. Our customers tell us these are not technology issues but stem from challenges related to people and process.&nbsp;<\/p>\n\n\n\n<p>To unpack these challenges and how marketers can align their teams to get the full value of their technology investments, I invited some experts to join me on stage at <a href=\"https:\/\/www.salesforce.com\/plus\/experience\/agentforce_world_tour_sydney_2025\">Agentforce World Tour Sydney<\/a>.<\/p>\n\n\n\n<p>We covered everything from where marketers get stuck on the marketing operations maturity curve to how Salesforce customer Funlab pushed past this point to reduce manual processes and <a href=\"https:\/\/www.salesforce.com\/au\/blog\/funlab-marketing-personalisation\/\">increase lifetime value by 28%<\/a>. Effective change management practices were instrumental in their success.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-change-management\"><strong>What is Change Management?<\/strong><\/h2>\n\n\n\n<p>Change management is a strategic process that helps organisations and individuals adapt to change. The process involves planning to guide people through the change and ensure effective implementation. Six main benefits of change management include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clearly identify stakeholders and hold them accountable<\/li>\n\n\n\n<li>Assess the need for change and predict the impact of the new initiative<\/li>\n\n\n\n<li>Empower employees throughout the change process<\/li>\n\n\n\n<li>Reduce the amount of time required to implement a change<\/li>\n\n\n\n<li>Mitigate risk associated with new processes<\/li>\n\n\n\n<li>Ensure the success of new initiatives<\/li>\n<\/ul>\n\n\n\n<p>So, when implementing marketing technology or data and AI initiatives, organisations should prioritise change management to achieve the expected results.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Our session <a href=\"https:\/\/www.salesforce.com\/plus\/experience\/agentforce_world_tour_sydney_2025\">at Agentforce World Tour Sydney<\/a> offered a masterclass in change management, including practical tips for implementation. Let&#8217;s dive into the key insights and practical advice shared during our conversation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-moving-up-the-marketing-operations-maturity-curve\"><strong>Moving up the Marketing Operations Maturity Curve<\/strong><\/h2>\n\n\n\n<p>As technology advances, customers expect better, more personalised experiences. However, our <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-marketing\/\">Ninth Edition State of Marketing Report<\/a> found that fewer than six in 10 marketers are able to fully personalise familiar channels such as email and mobile messaging.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">State of Marketing Report<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Discover the trends on AI, data, and personalisation with insights from nearly 5,000 marketers worldwide in the Ninth Edition State of Marketing Report<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-marketing\/\">Download now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>Luke Tucker, Business Consultant and Change Expert, Salesforce, shared that what holds many marketing teams back is the ability to evolve their operating models to fully adopt new technology. Most get stuck halfway along the marketing operations maturity curve where they are performing repeatable processes, using basic personalisation, and consistently A\/B testing and measuring ROI.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55ba9b041a&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55ba9b041a\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" data-attachment-id=\"66936\" data-permalink=\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/marketing-operations-maturity-curve\/\" data-orig-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg\" data-orig-size=\"1920,1080\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Marketing operations maturity curve\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?w=889\" data-large-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?w=1920\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-66936\" srcset=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg 1920w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?w=889&amp;h=500 889w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Marketing-operations-maturity-curve.jpeg?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Teams struggle to move past this point and optimise their capabilities and results. Barriers include team structure and an inability to operationalise new technologies. This is where a transformation pod can help and ultimately enable an <a href=\"https:\/\/www.salesforce.com\/au\/blog\/agentforce-for-marketing\/\">elevated marketing strategy<\/a>.<\/p>\n\n\n\n<p>A transformation pod ring-fences 20-30% of the marketing team to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Rapidly innovate<\/strong> and <strong>build the future-state<\/strong><\/li>\n\n\n\n<li>Drive <strong>broader adoption of capabilities<\/strong><\/li>\n\n\n\n<li><strong>Deliver on your strategy<\/strong> faster<\/li>\n\n\n\n<li>Drive <strong>best practices across the business<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-building-a-transformation-pod-to-fast-track-value-realisation\"><strong>Building a Transformation Pod to Fast-Track Value-Realisation<\/strong><\/h2>\n\n\n\n<p>By building a transformation pod, marketing teams can adopt a new two-speed operating model. With this model, the transformation pod builds the future state, and the remaining team runs business-as-usual activities in parallel.&nbsp;<\/p>\n\n\n\n<p>What this looks like may differ from one business to the next. For example, for a small start-up, the transformation pod may be one marketer who has carved out one day per week to focus on the future state. For a large corporation, the pod may be a team of 15. The most important thing is that the transformation pod has people who are passionate and empowered to drive innovation and change.&nbsp;<\/p>\n\n\n\n<p>Once the transformation pod is in place, marketing teams should set the foundations for their new operating model by:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Establishing clear roles &amp; responsibilities &amp; success metrics<\/li>\n\n\n\n<li>Auditing the customer journey &amp; employee experience to identify use cases<\/li>\n\n\n\n<li>Streamline BAU campaigns to regulatory &amp; revenue driving<\/li>\n\n\n\n<li>Dedicate budgets to use cases<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55ba9b1f8c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55ba9b1f8c\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" data-attachment-id=\"66937\" data-permalink=\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/tips-on-accelerating-change\/\" data-orig-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg\" data-orig-size=\"1920,1080\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Tips on accelerating change\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?w=889\" data-large-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?w=1920\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-66937\" srcset=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg 1920w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?w=889&amp;h=500 889w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Tips-on-accelerating-change.jpeg?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-change-management-success-a-deep-dive-into-funlab-s-transformation-journey\"><strong>Change Management Success: A Deep Dive into Funlab\u2019s Transformation Journey<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/resources\/customer-stories\/funlab\/\">Funlab<\/a> is a leader in competitive socialising experiences. It aims to get people out of their homes and into the real world to experience human connections at its venues, including Holey Moley and Strike. For a closer look at what effective change management involves, we asked Tracy Tanti, Head of Customer Relationships &amp; Retention, at Funlab, to share her team\u2019s transformation journey.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-funlab-s-transformation-goals\"><strong>Funlab\u2019s Transformation Goals<\/strong><\/h2>\n\n\n\n<p>Starting out on their transformation journey, Tracy and her team\u2019s goals were to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Support the business\u2019 global expansion and entry into the US&nbsp;<\/li>\n\n\n\n<li>Accelerate growth, scale, &amp; value for the business and customers<\/li>\n\n\n\n<li>Create a connected customer experience&nbsp;<\/li>\n\n\n\n<li>Create and activate a 360\u00b0 view of guests with visibility into their journey and interactions<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-framework-for-change-management-and-transformation\"><strong>A Framework for Change Management and Transformation<\/strong><\/h2>\n\n\n\n<p>Funlab\u2019s focus on change management helped it to achieve its goals and quickly move up the marketing operations maturity curve\u2014shifting from a level one to a level five in eighteen months. This move up the maturity curve has solidified marketing\u2019s role as a growth and revenue centre, rather than being viewed as a cost centre.&nbsp;<\/p>\n\n\n\n<p>Funlab\u2019s journey involved eight key stages:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Stage 1: Discovery <\/strong>&#8211; Focused on upfront planning and research, developing a growth plan aligned to the strategic vision and business objectives, and ring-fencing budgets.<\/li>\n\n\n\n<li><strong>Stage 2:<\/strong> <strong>Planning &amp; Design <\/strong>&#8211; Built a team structure which optimised the budget through strategies like seconding staff to the project and short or long-term contracting.&nbsp;<\/li>\n\n\n\n<li><strong>Stage 3: Implementation <\/strong>&#8211;<strong> <\/strong>Implementation supported by strong governance and stakeholder engagement. This stage also focused on data management and ensuring access to clean and complete data for activities like lifecycle management and segmentation.&nbsp;<\/li>\n\n\n\n<li><strong>Stage 4: Testing <\/strong>&#8211;<strong> <\/strong>Final check to ensure all use cases were delivered, followed by user testing to ensure the solution worked as designed.&nbsp;<\/li>\n\n\n\n<li><strong>Stage 5: Deployment <\/strong>&#8211;<strong> <\/strong>Successful deployment supported by training, implementing change management, and thorough planning, including a contingency and rollback plan.&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>Stage 6: Hypercare &#8211; <\/strong>Continued focus on change management to support users while being vigilant and ready to quickly address any technical issues and challenges.&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>Stage 7: Enablement <\/strong>&#8211; Evaluated the success of change management strategies and assessed what tools and training were needed to continue supporting users.&nbsp;<\/li>\n\n\n\n<li><strong>Stage 8: Measure, report, analyse &amp; optimise &#8211; <\/strong>Continued focus on delivering and demonstrating value to the business.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55ba9b37f2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55ba9b37f2\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" data-attachment-id=\"66938\" data-permalink=\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/funlab-transformation-journey\/\" data-orig-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg\" data-orig-size=\"1920,1080\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Funlab Transformation Journey\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?w=889\" data-large-file=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?w=1920\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-66938\" srcset=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg 1920w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?w=889&amp;h=500 889w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/Funlab-Transformation-Journey.jpeg?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results-funlab-s-transformation-enables-personalised-experiences-and-increased-customer-lifetime-value\"><strong>The Results: Funlab\u2019s Transformation Enables Personalised Experiences and Increased Customer Lifetime Value<\/strong><\/h2>\n\n\n\n<p>Funlab&#8217;s meticulous approach to comprehensive change management has paid off significantly. By prioritising planning, stakeholder alignment, and continuous optimisation, they quickly moved up the marketing operations maturity curve and met their transformation goals.&nbsp;<\/p>\n\n\n\n<p>Funlab quickly scaled its operations and expanded into the US market, with six venues now live across three states. The team has also streamlined online and offline processes, creating a smoother and optimised experience for customers and employees. Previously siloed data is now clean and actionable and sales, service, marketing, and venue teams are now united by Salesforce\u2019s deeply integrated platform, which allows them to share a 360-degree view of each guest. The real benefit for Funlab\u2019s marketers is maximising this 360-degree view of guests through Marketing Cloud to create value and personalise every customer touchpoint.<\/p>\n\n\n\n<p>Results include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>100% improved access to clean and actionable data<\/li>\n\n\n\n<li>50% reduction in manual processes, saving countless hours<\/li>\n\n\n\n<li>30% increase in active guests<\/li>\n\n\n\n<li>28% increase in guest lifetime value&nbsp;<\/li>\n\n\n\n<li>13% growth in physical venues from entering a new market<\/li>\n\n\n\n<li>69% online category growth<\/li>\n\n\n\n<li>34% increase in database<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe now lead with a growth roadmap and an optimisation mindset to maximise returns. And now we can dynamically create audiences, personalise engagement, and use marketing analytics to better measure and optimise campaign effectiveness. We are also continually upskilling teams to maximise human capital.\u201d<\/p>\n<\/blockquote>\n<span class=\"citation-role\">Tracy Tanti, Head of Customer Relationships &amp; Retention, Funlab<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fchange-management-for-marketers-perfecting-people-and-process%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Change%20Management%20for%20Marketers%3A%20Perfecting%20People%20and%20Process\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Change%20Management%20for%20Marketers%3A%20Perfecting%20People%20and%20Process&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fchange-management-for-marketers-perfecting-people-and-process%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fchange-management-for-marketers-perfecting-people-and-process%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Change Management for Marketers: Perfecting People and Process\" https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Funlab increases guest lifetime value by 28%<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Funlab is a leader of competitive socialising experiences. It owns and operates brands Strike, Holey Moley, Archie Brothers, Hijinx Hotel, B. Lucky &amp; Sons, and La Di Darts. See how the company drives engagement and growth.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/customer-stories\/funlab\/\">Read now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With technology evolving at speed, marketing teams must be equally agile. Get a masterclass in change management to activate data and AI.<\/p>\n","protected":false},"author":415,"featured_media":66939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2455],"sf_content_type":[],"coauthors":[3041],"class_list":["post-66935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Change Management for Marketers: Perfecting People and Process | Salesforce<\/title>\n<meta name=\"description\" content=\"With technology evolving at speed, marketing teams must be equally agile. Get a masterclass in change management to activate data and AI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Change Management for Marketers: Perfecting People and Process\" \/>\n<meta property=\"og:description\" content=\"With technology evolving at speed, marketing teams must be equally agile. Get a masterclass in change management to activate data and AI.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-07T05:57:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-08T23:52:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/AdobeStock_230934887.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1448\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pamela Samathivathanachai\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforce\" \/>\n<meta name=\"twitter:site\" content=\"@salesforce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pamela Samathivathanachai\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/7bfce31d8d87c93dada189304dbf399a\"}],\"headline\":\"Change Management for Marketers: Perfecting People and Process\",\"datePublished\":\"2025-04-07T05:57:58+00:00\",\"dateModified\":\"2025-04-08T23:52:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/\"},\"wordCount\":1282,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/AdobeStock_230934887.jpeg\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/\",\"name\":\"Change Management for Marketers: Perfecting People and Process | Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/change-management-for-marketers-perfecting-people-and-process\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/04\/AdobeStock_230934887.jpeg\",\"datePublished\":\"2025-04-07T05:57:58+00:00\",\"dateModified\":\"2025-04-08T23:52:04+00:00\",\"description\":\"With technology evolving at speed, marketing teams must be equally agile. 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