Transformation is different from change, and has major implications on a company’s fabric, said former Hibu (YellowBook) CTO Gary Shaw, who now heads consultancy Houstonian Partners. Shaw was speaking at BIA/Kelsey’s Leading in Local: SMB Digital Marketing conference in New Orleans Sept. 22.

“Transformation is powerful if you can do it,” said Shaw. “The key to successful transformation are including the whole business; setting clear priorities;transparency, communication; teamwork; and ‘trust’.” Reps armed with powerful tools can become self sufficient and will not back to the things they have lost, such as their office and support staff.

But “it is not without cost,” Shaw noted. “You will take a heavy hit, but you got to go through it,” he said.

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