Rolling out DX: a guide to change management and comms

Rolling out productivity metrics and surveys across an organization is no small feat. Productivity metrics can feel intimidating, and it’s natural for leaders to have concerns about potential risks or disruptions. These apprehensions can pose challenges to your program’s success if not addressed upfront.

At DX, we’ve seen firsthand how crucial it is to engage leaders early and foster their advocacy. Change management – the process of turning key stakeholders into champions – is at the heart of this work. In this article, we’ll share best practices for ensuring rollout and highlight common pitfalls to avoid.

Common traps to avoid

1. Catching execs or leaders by surprise

Nothing derails a rollout faster than blindsiding leaders. When productivity metrics or surveys appear without prior discussion, leaders can feel blindsided or protective of their teams. This can create lasting skepticism toward your program.

Avoiding this:

• Prioritize bi-directional communication. A one-way memo is insufficient; face-to-face conversations are essential for addressing questions and building trust.
• Be transparent about what the survey or metrics will measure and how the results will be used. The goal is to eliminate ambiguity and foster openness.

2. Creating fear

Transparency is a core value of DX, empowering teams to identify and address challenges proactively. However, transparency can be unsettling, particularly in organizations unused to this level of visibility.

Avoiding this:

• Clarify that DX metrics focus on engineering processes – things like pull request flow or deployment frequency – not sensitive topics like workplace culture or manager ratings.
• Lead with the benefits: how the data will help teams improve workflows, reduce bottlenecks, and support long-term success.

3. Underinvesting in change management

Change management is often undervalued, yet it’s critical for ensuring long-term success. Good organizational communication requires time, effort, and strategy.

Avoiding this:

• Think of change management as an opportunity, not a chore. By involving key leaders early and building goodwill, you will create a foundation for lasting success and stronger cross-functional relationships.
• Remember: the work you do upfront will save significant headaches later.

Recommended steps for a successful rollout

1. Map out key players

The first step in your change management strategy is identifying stakeholders whose influence will shape your program’s success. These individuals can help create momentum and build trust within the organization.

Who to include:

• Executives like the CTO, CFO, and VPs of engineering or operations.
• Influential team leaders, such as the heads of specific engineering communities of practice (e.g., “Head of Engineering Enablement”).
• Consider their goals and concerns – what motivates them, and how might DX align with their priorities? Tailor your approach accordingly.

2. Engage key players 1<>1

While group presentations may seem efficient, they can be risky. A single vocal skeptic can derail the discussion and create lasting resistance.

What works better:

• Schedule 1<>1 conversations to build rapport, address concerns, and gain individual buy-in.
• Use these sessions to ask for input and feedback, showing leaders you’re there to support their goals.
• Once key players are aligned, hold a group session to finalize alignment and encourage broader advocacy.

3. Publish a clear internal FAQ

Create a concise FAQ as the single source of truth for all employees. This should provide a high-level overview of DX metrics and surveys, why they matter, and how they work.

Tips for success:

• Keep it short (no longer than one page). Link to additional resources for deeper dives.
• Refer to this FAQ in all communications to ensure consistency and clarity.

4. Overcommunicate

One of the most common mistakes in a rollout is under-communicating. Both the frequency and variety of your messages are crucial for keeping everyone informed.

Best practices:

• Use multiple channels like email, Slack, and all-hands meetings to reach your audience.
• Send reminders and updates before, during, and after surveys to maintain momentum.
• Leverage tools like DX’s playbooks and automated communication templates to streamline your efforts.

A final word

Rolling out productivity metrics and surveys is about more than collecting data – it’s about building trust, driving alignment, and fostering a culture of continuous improvement. By avoiding common pitfalls and prioritizing thoughtful change management, you can ensure a successful rollout that benefits your entire organization.

At DX, we’re here to help every step of the way, with proven strategies, tools, and resources to make your program a success.