This trailblazing book teaches marketers how to create and implement sustainable change management for marketing transformations. Shapiro shares an innovative approach with strategies, processes, tools, analogies, examples, quotes and ideas from the best-of-the-best marketers. The ideas in the book place people at the heart of a marketing transformation with topics including:Overcoming the 70% failure rate of transformations Revealing why marketers are uniquely qualified to lead change Mitigating internal fears of change Creating an emotional connection to engage colleagues Journey mapping change management for internal employees Actioning change management with no additional budget Choosing the right stakeholders for your cross-discipline team Optimizing change management to sustain marketing transformations