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 […]
Accelerating Marketing Success Through Testing Read More »
Marketing—and its impact on the bottom line—has never been more scrutinized. Companies spend a lot of money on marketing, generally around 9-10% of revenues in recent years, according to Gartner and Deloitte. It’s natural for companies to want to know what they get for all that marketing spend. Many CFOs are increasingly demanding concrete evidence
The Challenges of Measuring the ROI of Marketing Read More »
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
How Agile Can Help Leaders Overcome Collaboration Challenges Read More »
When I first began practicing Agile, a colleague told me, “I’m impressed by all of the work that your team is producing. But is it producing business results? Or are we running multiple campaigns and generating additional content without generating more leads and revenue?” In other words, were we focused on the outputs of marketing
The Value of Focusing on Outcomes Over Outputs Read More »
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
The Cost of Being Data-Driven vs Insight-Driven Read More »
As marketers, can we have too much of a good thing? When digital marketing came on the scene, it seemed like a godsend. Finally, we would have data to support our marketing decisions. We started implementing marketing tools only to find many of these tools provided incomplete or surface-level data: vanity metrics. We still lacked
A Strategic Approach to Addressing Data Overload Read More »
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
Developing a Common Marketing Measurement Architecture Read More »
SInce 2011, the martech landscape has grown an eye-popping 7,528%, from 150 solutions to over 11,000 ways for technology to support marketing efforts, according to the MarTech Map. Each of these solutions has its own data set and way of demonstrating the value it provides. And thank goodness. The pressure on marketing teams to prove
Why Marketing Measurement is so Difficult Read More »
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