How do marketers create customer value? All too often, we get caught up in hitting our business metrics: sales-qualified leads, conversions, pipeline, conversions, and sales. It’s not that these business outcomes aren’t important; they’re critical. However, we deliver on these business outcomes only when we deliver customer value. In an influential HBR article titled “Is […]
Creating Customer Value 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 »
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
How Autonomy Supports Organizational Change Read More »
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
Embracing Autonomy: The Key to Marketing Agility Read More »
The Review and Approval stage is one of the most common sources of bottlenecks in marketing workflows. I’ve known teams who average 7-8 rounds of reviews for each work item. An average of 3-4 rounds of rework are not uncommon, delaying completion of work by weeks. How can a team break free of the approval
Breaking Free from the Approval Bottleneck Read More »
Marketers want to understand how to improve their campaigns’ conversions and ROI. They often want to test multiple factors and multiple choices for each factor. For example, a marketer might want to test 3 different prices, 3 different headline messages, and 2 different design approaches. To test all of those variables, they would have to
Improve Your Marketing ROI by Selecting the Right Experimental Design 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 »
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 »
I recently came across a marketing idea that I think more marketers, particularly those of us who aspire to marketing agility, should consider. In his book “Play Bigger,” Christopher Lochhead defines two different approaches to marketing. In the traditional “peanut butter” approach, marketers take their yearly budget, divide it roughly into quarters, spread it across
Peanut Butter or Lightning Read More »
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 »
© 2023 Agile Marketing Alliance, Inc. All rights reserved
