What is the ROI of Agile Marketing? This is a common question from leaders and decision-makers and is not easy to answer. The best answer requires you to establish a baseline before you embark on your Agile marketing journey, decide which incremental improvements can be attributed to Agile marketing, and keep track of your costs […]
The ROI of Agile Marketing Read More »
The following first appeared in Martech. It has been revised slightly. Is Agile dead? Tamás Polgár declared Agile is dead because proponents “merely parroted buzzwords and played with meaningless cards and colorful charts all day.” Scott Middleton said agile is dead and that McKinsey killed it by promoting an “Agile transformation office” and moving away from
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
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There are several different kinds of organizational change. There is planned change, where organizations decide to enter a new business, or exit an old business, or reorganize. There is unplanned change, where organizations need to respond to change: a competitive threat, an economic downturn, a supply chain disruption, or a sudden increase in costs. There
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Is autonomy, or empowerment as it is sometimes described, key to achieving marketing agility? Some studies have concluded that it is. Kalaignanam, Tuli, and Gall concluded that “flexible structures that promote cross-functional collaboration and cross-pollination of knowledge are crucial for enabling marketing agility at an organizational level.” This can be even more important when the
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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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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
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Introduction Are you feeling overwhelmed as a marketer? Marketing is a fast-paced profession. The digital era has exponentially increased the number of channels, campaigns, and metrics that marketers must manage. When overwhelmed, even the most seasoned marketing veterans can find themselves struggling to keep up. But what if there was a way to streamline your
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Introduction User stories are very useful for marketers who want to ensure that their deliverables are customer-centric: they identify the audience, what the audience wants to get done, and why. You can read about user stories here, here, and here. How do you get started writing user stories? Most people start with the deliverable and
An Alternative Approach to User Stories for B2B Agile Marketers 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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