Welcome to episode #1 of B2B No Bull! Hosts Liz Brohan, Mary Olivieri, and Mark Brohan are joined by Velinda Cox—President of Sound Horizon LLC and former VP of eCommerce & Digital Transformation at Konica Minolta—for a dynamic conversation about what it really takes to lead change in today’s fast-moving business world.

Velinda gets right to the point: digital transformation isn’t just about adopting new tools—it’s about completely reimagining how we work. And the pace of change? It’s only getting faster.

So, what’s holding companies back? According to Velinda, it often comes down to fear. Fear of the unknown. Fear of failing. And sometimes just the comfort of the status quo. She’s seen firsthand how critical it is for organizations to embrace a growth mindset—from leadership all the way down.

One of her key insights? You’ve got to get the right people on board early. Velinda calls it “getting them in the boat.” Ask questions. Understand where the resistance is coming from. And then align around the benefits. It’s not about pushing—it’s about pulling everyone together.

Of course, selling new ideas to companies that are hesitant to invest in change isn’t easy. Velinda explains how balancing investment with measurable savings can help build the business case.

Mark brings up a great question: Is digital transformation just a trendy buzzword? Not to Velinda. She makes it clear—if you’re not transforming, you’re falling behind. Just look at what happened to Sears, Blockbuster, and Kodak.

When it comes to real-life examples of transformation, Velinda has plenty to share. And she doesn’t shy away from the hard truths. Transformation is messy. It’s complicated. But it’s necessary.

So where does marketing fit into all of this? According to Velinda, marketing is central. It’s not just a department—it’s a driving force behind change. But with that comes big questions, like who owns the data and who’s ultimately responsible for making sense of it all?

Velinda also addresses the challenge of siloed channels and the importance of breaking down barriers so teams can collaborate more effectively.

On the tech side, the list of tools available for transformation is growing by the minute. But which ones are actually worth investing in? Velinda shares her perspective on the most promising platforms and technologies.

And yes, the conversation turns to AI. What does it mean for branding when companies start using AI-generated images? Velinda’s take might surprise you!

Mark calls out the “crap factor,” citing a recent survey about AI being used mostly for basic tasks. Are marketers truly tapping into AI’s potential, or are we just scratching the surface?

Velinda believes it’s all about balance. AI is a powerful assistant—but humans have to lead. Data is essential, yes, but so is clear, consistent communication. That’s how you manage real change.

To wrap it up, Velinda shares two powerful takeaways for building an effective transformation process—simple, practical, and actionable.

A huge thank-you to Motion Agency and EMBAS Consulting for making this episode possible.

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