Tides of change
right competencies onboard, whether internal or external, the process will take considerably more time and investment and is less likely to succeed. SBC: Sounds like a transition that many companies need to go through. Does it reach beyond marketing? SSH: Yes, it could be across the entire organisation or just a part of it. Compliance, for example, was an area that was taking the focus of most gaming B2C and B2B operators these past five years and consuming more tech and operational resources. As a result, service delivery and product life cycle management became areas that were strong candidates for scaling, to accommodate the increasing demands for product compliance and innovation. Both reflect the need for making the most return on resources and overhead.
DON'T BE AFRAID TO MAKE BOLD DECISIONS, EVEN IF IT MEANS YOU WON’T BE THE MOST POPULAR LEADER IN THE SHORT-TERM
112 SBC LEADERS • SEPTEMBER 2022
MARKETING
SBC: How can leaders best navigate their organisations through change? SSH: Leading a change is not a onewo/man show, there need to be change agents or ambassadors across all business areas. A key phase is competency evaluation; in most cases, the people that built the business may not be the best fit for navigating the next step into the scaling stage. It’s important to keep a good balance between the big picture and the specifics. When navigating such a transition, you are required to be both the pilot and oversee the course, as well as to roll up your sleeves and get things done when turbulence hits. The key is to balance between the two and not get consumed by the turbulence. Don't be afraid to make bold decisions, even if it means you won’t be the most popular leader in the short-term; in the end, when the success comes, you will get your glory. And maybe above all, it all starts with the “why”, the purpose of change. Communication is key. Use storytelling and make the change relatable. The more transparent you can be, the more the organisation will understand the transition and step up to help.
THIS IS A GREAT TIME FOR FUTURE-FACING LEADERS TO PAUSE, REFLECT AND RECALIBRATE SBC: What else do you see on the horizon? SSH: The post-pandemic paradigm shift is driving the evolution of what will be the future organisation. From the purpose of office spaces to the outlook on employment, the tides of change are clear. Millennials are climbing the ranks of leadership and Gen Z are entering the workforce with new sets of expectations on their employers. This is a great time for future-facing leaders to pause, reflect and recalibrate. • Joining SBC Barcelona? Hear more from Shelly and other leaders around the topic of managing marketing performance and the biggest opportunities for reducing spend and increasing value at the "Retention-based acquisition fuelling the bottom line" panel on 22 September.