Agile Marketing Alliance logo

General Marketing

How Autonomy Supports Organizational Change

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 »

Embracing Autonomy: The Key to Marketing Agility

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 »

Marketer displaying ROI

Improve Your Marketing ROI by Selecting the Right Experimental Design

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 »

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

Developing a Common Marketing Measurement Architecture Read More »

peanut butter or lightning

Peanut Butter or Lightning

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 »

Jobs to be done

An Alternative Approach to User Stories for B2B Agile Marketers

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 »

Managing stakeholder relationships

Managing Stakeholder Relationships in Agile Marketing

Introduction Agile marketers who manage stakeholder relationships successfully are more likely to satisfy these internal customers and deliver better outcomes for the organization. Managing stakeholder relationships requires identifying the key stakeholders, being clear on who manages the relationships, understanding when to get them involved, and ensuring transparency, regular communication, and responsiveness. Let’s take a look

Managing Stakeholder Relationships in Agile Marketing Read More »

Digital marketing agency

7 Ways Digital Marketing Agencies Benefit from Agile Marketing

Filled with handoffs and delays, traditional approaches of digital marketing agencies often fall short in meeting the demands of both clients and the market. To stay competitive and deliver outstanding results, digital marketing agencies are increasingly turning to Agile marketing practices. Agile marketing, inspired by Agile software development, offers a dynamic and client-centric approach that

7 Ways Digital Marketing Agencies Benefit from Agile Marketing Read More »