Does change management belong in the remit of a CRO specialist? Lately, I've been seeing a growing debate on LinkedIn about this topic. I'd like to take you through answering the seven frequently asked questions about CRO and change management.

What is change management?

To answer the questions, let me first describe the definition and meaning of change management. Change management is the application of tactics that get people thinking and moving, which can ultimately lead to lasting change. These tactics often involve persuasion, motivation, education and persuasion. Every step in the process of making these changes also falls under change management.

Well, let's look at the most frequently asked questions about change management.

1. Should a CRO Specialist apply change management?

A common contention in CRO land is that applying change management is part of the CRO specialist's job description. I partially agree, but strongly agree. A CRO specialist can apply change management techniques when it is the ambition of the organization and the immediate manager authorizes it. In fact, applying these techniques will make CRO work much easier and more successful. So should not, but has a lot of advantages.

2. Does the CRO specialist's application of change management lead to a culture of experimentation?

In an experiment culture, the scientific approach to experimentation is embraced by every employee, from the top of the organization to the bottom. All employees can define a hypothesis and start an experiment without management approval. Experimentation is everywhere, both on the website and strategically and innovatively. Experimentation is fully democratized in an experiment culture; data over opinions. I describe this in the third part of my blog series on ‘conditions for a culture of experimentation'.

Unfortunately, applying change management by the CRO specialist does not directly lead to an experimentation culture. This requires a total change in organizational culture and structure.

Tip: read my 4-part blog series on ‘Conditions for an Experimentation Culture’

1. Mindset: Three mindsets are essential to achieve an experimentation culture; an experimentation mindset, a growth mindset and a learning mindset.
2. Organizational structure: In the ideal situation, cross-functional teams work together on the same goals, with information and resources freely shared between teams.
3. Leadership: when experimentation is fully democratized, anyone can set up an experiment and make decisions based on the results without approval from upper management.
4. Centre of Excellence: Centre of Excellence versus other organizational models.

3. Does applying change management (tactics) then make sense?

Absolutely! Applying change management tactics is always helpful in demonstrating the value of your work. It helps you avoid resistance. You can also inspire people to think more experiment driven, giving you more freedom and fun to do your job.

When you create enthusiasm and buzz around CRO and experimentation, you eventually attract the attention of one or more senior managers. And when you have them, you can put the importance of experimentation (higher up) on the agenda. Ultimately resulting in change; think budgets, team members or setting up a CoE.

4. Does applying change management tactics take time?

The basic principles of change management tactics can be incorporated into your daily work. In principle, it does not take extra time, but it depends on your own approach.

For example, you can:

• Presenting results (both winners and losers)
• Presentation of meta-analyses
• Testing ideas from colleagues
• Aligning your communication with the needs of your colleagues
• Ask your supervisor if there are conflicting ideas in the senior management team that can be tested

The much-quoted article ‘To fly you need a flywheel’ contains many tips for practical tactics such as; sharing test results widely, measuring value, increasing interest, and educational and support efforts.

5. Is the CRO specialist responsible for change and growth in experimentation maturity?

No. A CRO specialist should not make the change, CRO specialist is already a full-time job. Some CRO specialists cover five full-time jobs (UX researcher, UX designer, developer, analyst, copywriter, psychologist).

Implementing the change cannot be done from the same level where the change needs to take place. Of course, a CRO specialist can be an advisor to the (change) manager.

The board could, for example, create an Experimentation Center of Excellence and add experimentation to Product Owners' goals. The CRO specialist could then take a seat in the CoE to help other teams experiment (and thus apply change management tactics).

6. Is top-level support needed for the change?

Absolutely!

History shows that gathering a large crowd leads to change (think Martin Luther King and his crowd). Note: change from the bottom up takes much more time (and frustration). As a CRO specialist, gather a crowd and then go to management to pitch ideas and get support. Management must initiate the change. With understanding and support from the organization, it will be a success.

7. Can companies move from just CRO to a culture of experimentation?

Yes, there are a few examples, but they are still rare. However, companies can grow in ‘experimentation maturity. In the maturity model below, you can see five levels in which companies can grow.

Maturity Model © Online Dialogue

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Step by step, companies can grow one or two levels for multiple categories. Some organizations then, over time, reach a certain stage that we can call an experimental culture. But this is not for every organization. For start-ups and scale-ups, this is easier than for most companies because they have less legacy.

In conclusion
As a CRO specialist, your job doesn't just consist of running A/B tests. Much of your work could be spent on change management tactics if you see it as a fun challenge. If you go for more interest in your work and getting upper management's attention, you can pitch the importance of experimentation. But don't expect to change the entire company culture immediately. Step by step, you won't do it alone.