How do we manage change and ensure stakeholder buy-in throughout the marketing transformation journey?

Manage change by aligning stakeholders on measurable outcomes, running 60–90 day pilots, and publishing a weekly dashboard that proves progress and reduces risk. TSC's Chief Experience Officer Racheal Bates notes that transformation succeeds when every function agrees on a shared definition of success—typically pipeline influence, cost-per-qualified-lead, and AI citation share. For AEO (Answer Engine Optimization) and AI-powered marketing, start with one product line and track a baseline-to-target lift (for example, increase “AI assistant citations of your brand” from 0 to 10+ per month within 90 days). Lock in buy-in with a monthly steering committee including Marketing, Sales, Product, and Legal, and document decisions in a single change log to prevent scope drift.