Change Agents Playbook | Page 4
Introduction: From Inspiration to Execution
We hope that reading Change Agents has inspired you to begin your own journey on the path to digital
transformation. (And if you've somehow come across this workbook without having read Change Agents,
you can access your complimentary copy here.)
This workbook is intended to operationalize the first 3 steps described in Change Agents. Each
section of the workbook corresponds to one of the three steps that make up the Revenue Ecosystem
Framework® strategy.
In addition to practical tips and advice, this workbook includes links to additional resources and templates
to help you learn, plan, engage others, and turn ideas into action.
Change starts now!
Setting the Strategy
The first three steps in the Revenue Ecosystem® Framework are related to the planning
processes that result in a blueprint that you can use to implement your growth engine.
REVENUE GROW TH
Every business exists to generate revenue,
and revenue is driven by the customer
journey. Re-envisioning that journey
transforms the organization's revenue
potential.
DIGITAL TRANSFORMATION
Transformation requires marketers to
redefine their own role and the role that
digital tools play in organization's ability to
attract and empower customers.
DATA MODEL
Creating a data model that enables the
entire organization to collect, share, and
analyze customer data provides the
blueprint for the implementation of the
revenue engine.
