Marketing and business development professionals are often considered change agents. Shifts in technologies and industries present exciting and new opportunities. Managing those, alongside the personal changes that team members experience, is a skill marketing leaders will need to hone for long-term success.

On today’s episode of the CMO Series, Alistair Bone is lucky to welcome someone well-versed in change management. Anna Hedgepeth, Director of Business Development at Cranfill Sumner, is here to tell us about her personal experiences in managing change and how those experiences have positively impacted and influenced her work at the firm. 

Ali and Anna discuss: 

• Pivotal moments in Anna’s career and personal life that influenced her role at Cranfill Sumner
• The point at which Anna realised how critical change management is when it comes to leading and developing a legal BD and marketing function
• The challenges Anna faced personally, such as coming back from maternity leave
• How managing her changes differed from managing the changes facing other team members and the processes needed to support those
• Why the SAW program was developed to gamify BD activities across practice areas and how Anna’s change management experience has influenced the marketing and BD efforts at the firm
• Advice for other BD and marketing leaders looking to implement change in their firm