Disruptive or Innovative Change – What’s the Difference?

And How to Effectively Introduce New Technology

Progress requires change, and change is necessary for brands to reach new audiences, engage existing audiences and leverage new avenues.

Often change in marketing comes in the form of new technology to reach consumers in new and effective ways, and there needs to be a corresponding adoption of new marketing technology by companies to capture that opportunity. But, as we all know, technology adoption in any organization controls the rate of innovation and value creation. At times, there is inertia when it comes to new technology, because if not addressed strategically, change can be disruptive.


When new technology is disruptive it is “a forcible separation into pieces.” For example, abruptly changing who controls your marketing data often means reassigning responsibilities. This has the potential to threaten not just relationships, but processes and expectations. Taking away an important responsibility from one person and assigning it to another staffer can lead to sour grapes and conflict, and internal conflicts definitely do not move your business forward.

However, in the best scenarios, new technology brings about change that is innovation, which advances current methods, transforms processes, aids efficiency and bring about better decisions.

Brand managers are in the ideal position to effectively lead innovative changes that bring everyone together and propel the company forward, and these marketers are most effective when they are thoughtful about introducing change.

Introducing Innovative Marketing Technology

To institute a positive change, the first step is to educate colleagues about the issues at hand. And before thinking about introducing new technology, it’s imperative to demonstrate to your team that changing the status quo would be a good idea. You need your associates to buy into your vision from the onset.

Then, take a team approach to finding the best solution. Collaboration is key, because as you introduce innovation, you have to make sure the changes aren’t breaking sound practices, and are in fact creating overall improvements.

Find the technology that supports your organization’s existing best practices. Even if you have the best technology, without the right people and processes, the change won’t be effective.

Our recent Forrester survey offers key recommendations for creating a sturdy trio between technology, people and culture.

Keep in mind that even with all the right marketing technologies in place, if the culture and people don’t work in harmony with the technology, then it’s a show-stopper. You must work with your culture’s capacity to adapt. The pace at which any change, including technology, is adopted dictates the rate of progress.

Brand managers own the key relationships to bring everyone together, and they have the holistic view to understand the landscape at hand. A brand manager has that central position that is so key to introducing new technology and meaningful change.

Photo by Adrián Tormo on Unsplash

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