Change a website,
change an organization.
Toni Bird & Sorel Denholtz
Stanford Graduate School of Business
“There is nothing more difficult to take
in hand, more perilous to conduct, or
more uncertain in its success, than to
take the lead in the introduction of a
new order of things.”
*Yes, yes, we know! It’s a highly relevant quote, even if he isn’t exactly our ideal role model.
To connect and engage people around the world
with Stanford GSB offerings and ideas
so they can drive positive change.
Support the marketing mission
for the school
Web Site Vision
Organized by internal departments Organized by external audiences
Intended to inform Intended to drive engagement
U.S.-centric Internationally accessible
Flat html pages Shared content management system
Desktop format Mobile responsive
Status quo Innovative
Making these changes to the website
forced organizational changes
created stumbling blocks
• Audience-centricity and a shared content
management system required departments to work
together in new ways
• We will demonstrate specific examples and
articulate approaches for anticipating, defining and
managing new working relationships, both within
and between departments
New content strategies
• Shifting to a site that was intended to drive
engagement, supported by a complex content
management system forced us to redefine the types
of content being created by the school
• This caused stress and anxiety for stakeholders
who were being asked to think differently
• We will share frameworks for bringing stakeholders
from anxiety through comfort — and even getting
them excited about change
The marketing web team
had to earn trust
• Asking stakeholders to embrace significant change
presented many challenges, even when our
stakeholders saw the value of the changes
• We will share techniques for becoming a trusted
strategic partner, and show how we led change
instead of just letting it happen.
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