Observed Signal · Sep 1, 2026 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
What CMOs Get Wrong About Leading Change
In this CMSWire interview, BCG's Julia Dhar discusses why marketing transformations fail and how CMOs can better manage AI-driven change. She highlights the 'change distance' gap, where executives report positive emotions about change far more than employees (58% vs 9%). Dhar advises measuring team sentiment via short pulse surveys, avoiding false consensus by forcing specificity, and building genuine employee agency instead of theatrical town halls. She cites Michael Norton's IKEA effect, the Abilene paradox, and Delta's VELVET program as examples. The article also references Claude Hopkins's 1907 Schlitz campaign, which used specific storytelling to break through generic industry claims. Dhar's new book 'How Change Really Works' provides further insights for CMOs leading AI adoption.
Provides strategic guidance on AI-driven change management for marketing leaders, relevant to MarTech adoption but with no direct adtech impact.
Track Delta Air Lines Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- BCG survey of over 6,000 people found 58% of executives report only positive emotions about workplace change, compared to 9% of employees.
- Julia Dhar is the practice lead for the People and Organization Practice at Boston Consulting Group and co-founder of BCG's Behavioral Science Lab.
- According to Dhar, three out of four transformations fail to deliver their intended results.
- Delta Air Lines' VELVET listening program launched during its mid-2000s bankruptcy; nearly two decades later, Delta leads North America in on-time performance.
- Claude Hopkins transformed Schlitz from fifth place to co-leader in 1907 by telling a specific, credible production story.
Connected Companies & Entities
2 Entities mapped“Dhar cited Delta Air Lines as the most complete example of successful marketing transformation, launching the VELVET listening program durin...”
“Julia Dhar is the practice lead for the People and Organization Practice at Boston Consulting Group (BCG).”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
What CMOs Should Do About AI Now
This MarTech article argues that chief marketing officers must accelerate AI adoption and build AI skills, organizational structures, and measurement to capture marketing benefits. It cites industry research showing high CMO enthusiasm but limited organizational rewiring or skill readiness: a June 2026 McKinsey survey found 96% of CMOs excited about AI but only 28% see fundamental rewiring underway; Gartner research shows only 32% think significant CMO profile changes are needed. The piece recommends CMOs develop AI literacy, reconfigure teams and budgets (Gartner reports an average 15.3% of marketing budgets allocated to AI), create new AI roles, and focus on measurable business results from hybrid human–AI workflows. It cites McKinsey and BCG projections for revenue and speed gains from AI-enabled marketing.
LTM's Kygonahally urges CMOs to lead AI shift
In an interview with The Drum, Manju Kygonahally, who joined LTM in April as CEO from Birlasoft, discusses the urgent need for CMOs to embrace AI and drive enterprise-wide transformation. He emphasizes that AI is a business evolution, not just a technology shift, and that CMOs must become agents of change, positioning themselves as market-facing leaders. Kygonahally advocates for a shift from cost savings to productivity-led growth, which he calls the 'new currency.' He also stresses the importance of internal branding and employee ambassadorship, and warns that agility, not size, determines success. His advice for CMOs is to take a few strategic bets, commit to them, and stay adaptable to rapid AI advancements.
CMO Role Undergoing Fundamental Transformation Due to AI and Pressure
The Drum's new documentary series 'The Great Marketing Makeover' examines how the Chief Marketing Officer role is evolving rapidly due to AI, shifting consumer behavior, and pressure to show commercial impact. Marketing leaders from Salesforce, Tony's Chocolonely, Samsung, and others discuss the expanding responsibilities of CMOs, who must now balance brand building with data, technology, and ROI proof. Agency leaders from WPP, S4 Capital, and Area23 note that agencies are moving away from hourly billing toward fixed-fee models as AI automates production tasks. The series highlights a fundamental shift in marketing leadership, requiring CMOs to be analytical and data-driven while preserving creativity.
Receive all future signals for Delta Air Lines & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.