The Role of Organizational Change Management in enhancing the level of B2B Marketing Maturity

The industrial marketing maturity model is a roadmap designed to identify strengths that can be improved and upgraded from the "initial level" to the "optimal level", so the main concern to go to a higher level will be to eliminate the gaps between these two levels. The purpose of this study is to use organizational change management tools to upgrade from one level of maturity to another and within the framework of the 2022 Prosci change methodology. The present study is applied in terms of purpose and is a quantitative research and is based on field method. For data collection, a questionnaire was used to obtain the opinion of all employees in the field of industrial marketing of Iran Khodro Holding in the years 1399-1400. The findings show that out of 22 value chain companies, three companies are at level one, nine companies are at level two, six companies are at level three, and four companies are at level four, Also, no company is at level five and is far from the ideal level. After determining the level of maturity, strategies to achieve the desired status, such as "Communication", "Training", "Resistance Management", “Sponsorship” and "Coaching/Mentoring" were presented.