This blog brought to you by Danielle Roper of the Agile Business Consortium. See the video of Vodafone’s presentation here: Vodafone UK Digital: A Blooming Success! Cultivating Vodafone’s Agile Garden Pivoting means changing your business strategy to adapt to market needs or improve revenue. The process can involve changes to the product, service, target customers, platform, or revenue […]
Pivoting Toward the Customer: Vodafone’s Story Read More »
How marketing leaders choose to approach managing people significantly influences the success of their teams and, by extension, the organization. One leadership style that has gained traction in recent years emphasizes leader-as-coach rather than leader-as-controller. Rooted in the principle of leading by serving others, this approach, called servant leadership, flips the conventional leadership model
How Servant Leadership Supports High Performing Marketing Teams Read More »
More so than other C-suite roles, the role of the Chief Marketing Officer (CMO) stands out as essential, yet surprisingly fuzzy around the edges. This fuzziness isn’t just a headache for the CMOs themselves; it trickles down, making it tough for them to provide direction to the rest of the marketing organization. Inspired by insights
The CEO-CMO Disconnect and Why it Matters Read More »
Leaders often underestimate the power of decentralizing decision-making, preferring instead to lead with ego and control. But a decentralized approach not only enhances the agility and flexibility of marketing teams but also significantly contributes to their sense of empowerment and ability to create flow in the organization. Leaders who embrace decentralized decision making must do
Decentralized Decisions: The Critical Role of Leadership Alignment 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 »
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 »
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 »
Redefining Marketing’s Value in the Organization Three decades ago, IT struggled to be considered anything outside of a cost-center. Now, technology pervades all aspects of the organization, providing strategic and competitive advantages. Marketing shares a similar – and similarly dated – perception of being seen as a cost center. According to the 2023 CMO Survey from
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Prioritizing the backlog—the marketer’s ever-growing list of campaigns, content ideas, and growth strategies—is both a trove of opportunity and a bucket of hazards. Tight prioritization leads to shared understanding and alignment. Loose backlog prioritization can quickly overwhelm teams with unclear and conflicting direction. Many teams fall into common traps that can derail their efforts to tame an
Five Patterns to Avoid in Marketing Backlog Prioritization Read More »
Ready to give Agile marketing a try, but not sure how to begin? If you’re contemplating where to start, here’s your guide to the crucial first 60 days of the journey towards becoming an agile marketing team. Note that while this covers the first 60 days, Agile journeys are meant to be ongoing, focused on
Your First 60 Days Toward an Agile Marketing Transformation Read More »
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