This presentation contains an overview of change management concept and its application in today´s multinational change programmes.

1. Change Management in
multinational organisations

2. Speaker´s bio
Rafael Marín is a communication,
marketing and change management
professional with over 10 years’
experience in the multinational B2B
and B2C sectors in Europe and Latin
America. He is currently marketing
and communication officer with KIC
InnoEnergy in Barcelona, Spain. His
background includes positions such
as product information manager
with Schneider Electric, and
assistant brand manager, change
management and communication
leader with Colgate-Palmolive.
Follow him on Twitter:@Rafemago

3. Index
• What is (and is not) change management
• Change management models & tools
• Main drivers
• Main roles
• Eight key considerations

4. What is (and is not) change
management
Project Management Change Management
Focus Technical aspects of change
(installation).
Human side of change
(implementation).
Tools Balanced scorecard, Work
Breakdown Structure, others.
ADKAR, Skill Gap Analysis, RACI matrix.
Drivers Timelines, milestones. Sponsorship, communication, training,
recognition.
Roles Project manager, IT support. CM leader, opinion leaders, leadership
team.

5. What is (and is not) change
management
• External sources of change
– Market upheaval
– New technologies
– Adquisitions
– More aggresive competition
• Internal sources of change
– Spin-offs
– Mergers & adquisitions
– Layoffs
– Cost reduction
– New set of values
– Reengineering processes

6. What is (and is not) change
management
Change
management
Current state Desired state
Organizational change

7. What is (and is not) change
management
Change
management
deals with
PEOPLE

8. Index
• What is (and is not) change management
• Change management models & tools
• Main drivers
• Main roles
• Eight key considerations

9. Change management tools
• ADKAR model
• Kotter’s 8-step process for leading change

10. Change management tools
• ADKAR model
Awareness
Desire
Knowledge
Ability
Reinforcement

11. Change management tools
• Communication plan
Objectives Target
audiences
Key messages
Channels and
tactics

12. Change management tools
• Skill Gap Analysis
ASTD Skill Gap Analysis model

13. Change management tools

14. Change management tools
• RACI matrix

15. Change management tools

16. Index
• What is (and is not) change management
• Change management models & tools
• Main drivers
• Main roles
• Eight key considerations

17. Main drivers
Recognition
CoachingTraining
Communication
Resistance
management
Vision
Sponsorship

18. Index
• What is (and is not) change management
• Change management models & tools
• Main drivers
• Main roles
• Eight key considerations

19. Main roles
• Direct contact with employees
– Sponsors
– Supervisors
– Opinion leaders
/ change agents

20. Main roles
• Facilitators
– Change Management Lead
– Implementation Team
– Support Team

21. Index
• What is (and is not) change management
• Change management models & tools
• Main drivers
• Main roles
• Eight key considerations

22. Eight key considerations
1. Top leaders are the first to be convinced

23. Eight key considerations
2. Define and spread a change vision

24. Eight key considerations
3. Set your key metrics from the beginning
– Pre and post evaluation
– Individual assessment (e.g. engagement rate)

25. Eight key considerations
4. WIIFM

26. Eight key considerations
5. Recruit opinion leaders across all
departments

27. Eight key considerations
6. Involvement equals commitment

28. Eight key considerations
7. Communicate, communicate, communicate

29. Eight key considerations
8. In the end, all changes produced must be
absorbed by the corporate culture

30. Further information
• Building the communication house
https://www.linkedin.com/pulse/building-
communication-house-rafael-marin?trk=prof-
post
• Change Management: what is in it for you?
https://www.linkedin.com/pulse/change-
management-what-you-rafael-marin?trk=prof-
post

31. Thank you!