I have been working in marketing for over 20 years, from my first steps as a copywriter to Head of. When I reflect on my experiences in marketing, I always come back to one key point. I worked as a growth hacker back then and believed that our team was at the forefront of data-driven work. And we were already really good, we validated decisions with A/B tests, had clearly defined KPIs, combined and analyzed data across different systems.
My eureka moment came at a conference. Two things fell like scales from my eyes. The decisive first point for me was that I was able to really see where we were for the first time. I had heard a lot of presentations, listened to the participants' questions and had conversations during the coffee breaks. We were really a good deal further ahead than many of those who were at this conference with me. And at the same time, there were some people out there who were much further along than we were.
The second insight follows directly from this. In every development and evolutionary stage of a team or organization, you reach a point where you can't get any further by simply doing more of what you are already doing. That the next step requires a change in thinking, in the team organization, in the concepts and tools you use.
Leading Change, Sharing Success
In my career, I have had the opportunity to initiate and support such change processes several times. And to learn what it takes to go through such a development, to convince the management and to take the teams with you, to change cherished routines, to experiment courageously and not to lose the fun at work and humor in all of this.
It goes without saying that such changes involve some pitfalls. And with each new attempt, I was able to learn how to avoid them better. I would like to pass this knowledge on to you: where do I currently find myself, what are the next right steps and what do I need to take them. And how good it feels when you have completed these steps.