Reframe the Direction for Marketing
Before embarking upon any change initiative in marketing it is essential that an assessment of how well the team is performing takes place. The real issues that are affecting performance can be identified and considered in the light of business and marketing objectives.
It is also essential that strategic intent exists for change to be successful. As such, have you considered where to start? What are successful measures for success? Are your people ready for change? Have they got the necessary skills? And so on...