Just like a Portuguese Man-of-War, an ‘organization’ is not a single organism but actually a collection of departments that have to work together in order to flourish so your marketing transformation has to consider all the parts.
With the outrageous number of issues to consider, the never-ending stream of things that can be optimized, and so on, being a modern marketers is like living the lyrics of the Beastie Boys song ‘No Sleep ‘Till Brooklyn’
Reliance on humans means the transformation team has to take extra care to ensure that everyone involved understands the overall picture and where every single element of the change fits into the bigger picture, that we’re all in one big boat together.
Changes of any kind stick because they are entrenched in the minds of people involved. Unfortunately, many marketing transformations spend a great deal of time, money, and energy on re-engineering process and integrating new tools but forget about changing people’s behavior.