At this moment, at least half of my CMO clients are launching a
reorganization or marketing transformation initiative. This ushers in
discomfort, chaos, and uncertainty.

Some will steer their ship through rough waters. Others will hide
below deck just to avoid confronting the tension and discomfort that any
transformation naturally creates.

In my two decades of witnessing hundreds of marketing and sales
transformations, I have seen four common myths that can derail a perfectly good
plan:…

1.