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January 2024

Marketing Testing

Accelerating Marketing Success Through Testing

How Natwest Employed Test and Learn to Improve Some Marketing Returns up to 240 percent! A guest post by Danielle Roper of the Agile Business Consortium Are you achieving your New Year’s Resolutions? Breaking them? But isn’t the word resolution,  a firm decision to do or not to do something, a bit anti-agile anyway? That’s […]

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How Agile Can Help Leaders Overcome Collaboration Challenges

One of the biggest challenges facing marketing is a lack of alignment at the leadership level. The lack of alignment often trickles down to the teams in the form of conflicting priorities and rework. In short, collaboration remains a critical challenge for many leaders. As highlighted in Ron Carucci and Luis Velasquez’s article “When Leaders

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data driven insights

The Cost of Being Data-Driven vs Insight-Driven

The third value of the Agile Marketing Manifesto is “Learning through experiments and data over opinions and conventions.” Experiments and data are better than opinions and doing things like we’ve always done (conventions). But sometimes, data isn’t enough – we also need insights. Without insights, we don’t make giant leaps forward. We don’t create new

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Developing a Common Marketing Measurement Architecture

In a previous blog post, we discussed why marketing measurement is difficult and why organizations must establish a common marketing measurement architecture to avoid the ‘tyranny of random facts.’ In this post, we’ll discuss an approach to developing a common marketing measurement architecture and provide examples for both B2B and B2C organizations. People Believe What They Help

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