Revenue and sales
Change management is the discipline that steers company transformations toward one specific outcome: innovation, meaning a concrete and lasting improvement in how the business creates value.
Enrico Giubertoni treats it as the real content of any technology project, because an organisation is a living system of structures, processes and cultures, and the work consists of creating the conditions in which it learns to evolve on its own.
An example
An AI assistant lands in the sales force and produces results only once the way a commercial request gets qualified changes too. Reps need sharpened skills for the role they hold (upskilling) and, for some, retraining toward a new one (reskilling). Without that work, the technology simply adds itself to the problems already there.
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