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Benefit realization, results and outcomes
Begin with the end in mind


Why do we do change management? To build excellent plans? To abide by best practices in business? To appease our leadership team that decided we needed it? No. We apply change management because change management has a distinct and pointed focus on benefit realization and achieving the desired results and outcomes of change. It is for this reason that, when embarking on our change management journeys, we begin with the end in mind. The end, in the case of change management, is driving successful change - the means is applying a structured approach to helping individual employees adopt and proficiently use changes that impact them. 

Prosci defines change management as "the application of a structured process and set of tools for leading the people side of change to achieve a desired outcome." It is not by accident that the phrase "achieve a desired outcome" completes the definition. By framing change management in this results-oriented way, we not only overcome the assumption that change management is merely the "soft side of change," but we also build a framework which has lent to growing credibility of the field of change management over the last decade. Change management is about ensuring benefit realization by addressing one of the most critical elements of benefit realization - the people side of change. 

This tutorial presents on the critical connection between the people who are being expected to not only accept, but participate in, a change, and the realization of the desired outcomes of that change. To better explain the connection, outlined below are two examples of comparable projects with very different outcomes.


If change management is not applied on a projectů

Organization A attempted to implement a change where expense reports were to be submitted electronically, where they had been traditionally submitted in hard copy form. The potential benefits for the organization were great: processing costs would be lower, error rates would decline, and the timeline of expense tracking would be greatly shortened.

The project team ensured that the proper software was in place and functioning. Employees were mandated to attend training on the new process. Over the next couple of months, about half of the employees at the organization participated in the new expense reporting system, and 25% of those submitted their reports incorrectly, resulting in the accounting office having to re-do many of the reports manually anyway. In the end, the outcome of a more efficient reporting system did not meet its desired objectives, had greatly surpassed the projected time allotted for implementation, and, due to the rework involved in retraining and managing resistance, was pushed over budget.


If change management is applied on a projectů

Organization B also attempted to implement an electronically submitted expense report system.

Change management was accounted for by the project team from the beginning. Before sending employees to training, they built an awareness campaign sharing the reasons why the change would be happening and how it would affect the employees. Meanwhile, the project team, with the help of change management resources, ensured that all the key sponsors and managers were onboard, enabling them to create desire and excitement around the change and coach individual employees who needed more attention. The project team designed a training session tailored to the specific needs of the workforce, and worked with managers and supervisors to ensure that the speed of adoption, ultimate utilization and proficiency of the workforce were aligned with the desired outcomes. Following the change implementation, the project team ensured that the change was reinforced in person and publicly by rewarding and acknowledging compliance, in addition to collecting feedback on how the system or process can be improved.


Conclusion: Beginning with the end in mind

What benefit does a new process deliver if no one follows it? What benefit does a new technology or system create if no one uses it? Implementing a technical solution is only part of the equation. Ensuring that employees embrace, adopt and proficiently use the technical solution is really where benefit realization occurs. The intended results and outcomes of change are inextricably connected to whether that change becomes part of how employees do their jobs - which means that the Return on Investment of a project or initiative is directly related to how well the people side of change is managed. This relationship is further confirmed by correlation analysis showing that more effective change management increases the likelihood of meeting project objectives. The ROI of change management then, in a way, is the ROI of the project or initiative. 

Organizations change for a reason, whether that is to be more competitive in the market, improve business processes, cut costs or D) all the above. Organizational change requires individual change - if individuals do not embrace, adopt or become proficient at the required change, then benefits will not be realized. Organizational outcomes are tied to the change being realized as a result of individual change; after all, individual employees are the heart and soul of organizations, without them to do the work, the work will not get done. Change management is an enabling framework for managing these individuals through change. Therefore, we apply change management to be more competitive in the market, improve business processes, cut costs or D) all the above. In other words, we apply change management to achieve the desired outcomes of change.

By beginning with the end (benefit realization) in mind, the application of change management ensures that the majority of the workforce affected by the change embraces, adopts and is proficient at the required change, which in turn results in the realization of the desired results and outcomes. From this perspective, we see how the application of change management has a positive effect on employees impacted by the change, in addition to an increase in the Return on Investment by meeting project objectives, finishing on time and finishing within the budget.



Learn how you can adopt Prosci's change management 
approach as the standard in your organization.

Prosci offers enterprise site licenses that allow you to leverage Prosci's world-leading research and methodologies in your organization. With enterprise site licenses, you are able to customize Prosci's processes and tools to fit your organization, integrate Prosci's models into existing processes and project management approaches, translate tools and materials into multiple languages, lower the cost of training delivery and truly build your organization's change management capabilities and competencies.

Contact a Prosci Account Manager at +1-970-203-9332 or changemanagement(at)prosci(dot)com to discuss your change management needs and how Prosci's research-based, holistic, easy-to-use solutions can work for you.







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Prosci Change Management Certification

"Amazing: these three days are going to save me hundreds of hours and help me help my company realize the benefits they seek."
- Mike C., April 2011 participant

Program highlights:

  • Learn the methodology through practical application to your current project
  • Learn from experienced executive instructors
  • Become part of a change management community
  • Earn 2.4 CEUs, 24 PDUs and 23.5 HRCI recertification credits
  • Walk away with products and course materials worth over $1000

Download the certification program brochure

Upcoming sessions:

  • Oct 30 - Nov 1, 2012: Chicago, IL area - FULL
  • Nov 6 - 8, 2012: Portland, OR area - FULL
  • Nov 6 - 8, 2012: Washington DC area - FULL
  • Nov 6 - 8, 2012: Orlando, FL area - FULL
  • Nov 13 - 15, 2012: Washington DC area - FULL
  • Nov 27 - 29, 2012: San Francisco, CA area - FULL
  • Nov 27 - 29, 2012: Denver, CO area - OPEN
  • Nov 27- 29, 2012: Houston, TX area - FULL
  • Dec 4 - 6, 2012: Portland, OR area - OPEN
  • Dec 4 - 6, 2012: San Diego, CA area - OPEN
  • Dec 11 - 13, 2012: Chicago, IL area - FULL
  • Dec 11 - 13, 2012: Houston, TX area - OPEN
  • Dec 11 - 13, 2012: San Francisco, CA area - OPEN

Visit the certification training page

Email a certification inquiry or call
+1-970-203-9332 to register today.

"The best training class I have had in years. Goes way beyond the strategy and framework and focuses on real world problems and the tools to solve them."
- Jennifer J., April 2009 participant

"I gained so many skills in such a short amount of time. This training will impact not only my own ability to manage change, but impact our larger organization."
- Kim W., January 2012

"This is the best training class I've ever attended."
- Abby D., April 2011

"This was the most effective and engaging course I've ever taken. I feel that I can truly use this knowledge in my personal and professional life immediately."
- Lisa S., February 2009 participant

"This is exactly what I was hoping for - a hands on program that would allow me to absorb the concepts by relating them to a current business project."
- Lisa C., November 2010 participant

"Awesome - truly one of the most beneficial programs I have ever attended - immediate application on the job!"
- Robin S., March 2009 participant

"This program absolutely over-delivered my expectations. I now feel more prepared and better equipped to do my job."
- Paul S., January 2009 participant



Offerings for applying Prosci's change management methodologies:


  • Prosci's site licenses are a great solution for building change management capabilities and competencies throughout your organization. With a site license, you can customize and integrate Prosci's world-leading research and methodologies to fit your organization and begin building the individual competencies necessary for true change capability. Contact a Prosci Account Manager at +1-970-203-9332 or to discuss your change management needs and how Prosci's research-based, holistic, easy-to-use solutions can work for you.


  • Change management certification ($2800)- attend Prosci's 3-day certification program where you bring your own current change project to the session and learn to use Prosci's tools through practical application - taught by former fortune 500 executives at locations across the US - includes over $1000 in products, including the Best Practices in Change Management benchmarking report, the Change Management Toolkit and the Change Management Pilot Pro 2012
  • Train-the-trainer ($3500) - learn how to teach Prosci change management training programs in your organization
  • Onsite training - bring Prosci to your location for 3-day certification programs, 4-6 hour executive briefings, 1-day manager programs or 1-day employee programs - call +1-970-203-9332 for more information

Methodology tools:

  • Change Management Toolkit ($389) - hardcopy 3-ring binder presenting the Prosci Change Management Methodology, includes templates, checklists and assessments for managing the people side of change (includes USB)
  • Change Management Pilot Pro 2012 ($489) - online tool including the Prosci Change Management Methodology, eLearning modules and downloadable templates, assessments, presentations and checklists
  • Change Management Guide for Managers and Supervisors ($209) - tools to help supervisors engage and coach their direct reports through change
  • PCT Analyzer ($149/$349) - web-based tool for collecting PCT Assessment data, analyzing results, identifying risks and developing action steps

References and books:

  • Best Practices in Change Management benchmarking report ($289 / quantity discounts available) - journal-style report with lessons learned and best practices from 650 participants, presented in an easy-to-use format - reads as a checklist of what to do and what not to do
  • Change Management: the people side of change ($18.95 / quantity discounts available) - a primer for anyone involved in organizational change that addresses why manage change, individual change management and organizational change management
  • ADKAR: a model for change ($18.95 / quantity discounts available) - the definitive work on the Prosci ADKAR® Model
  • Employee's Survival Guide to Change ($14.95 / quantity discounts available) - a handbook to help employees survive and thrive during change, answers frequently asked questions and empowers employees to take charge of change



*** Prosci also offers leadership packages - groupings of products at discounts that offer you some of the most helpful and common combinations of Prosci change management resources



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