Agile and Making Marketing Great Again
CMG Consulting
We are a strategic consulting firm that partners with you to amplify your road to revenue.
So What Even Is Agile? Let’s Start With The Basics.
Agile (adjective):
Marked by a ready ability to move with quick, easy grace; having a resourceful and adaptable character. The agile process is native to software developers and is now being used by other fields.
As technology continues to influence our everyday lives and ways of working, efficiency and optimization are the makers and breakers of success. When it comes to marketing, teams today have no shortage of responsibilities. Competition is rapidly increasing, and Chief Marketing Officers need to do everything in their power to deliver the business results their organizations require. As a means to improve their approach and operation, more and more marketing teams have started adopting agile ways of working. The agile manifesto, first written by software engineers in 2001, was intended to “uncovering better ways of developing software by doing it and helping others do it.”
Some could say the original manifesto started a change in the way all functions work. As word got around that software teams were becoming more collaborative, focused and effective at delivering customer value, others wanted in. Agile values and principles encourage cross-functional collaboration, collective goal sharing, and team empowerment.
One could argue that marketing has always been well suited for an agile way of working. With one foot in the experimentation mindset already, in 2012 a group of marketers decided to adapt the manifesto to make it more meaningful to marketers. And hence began the next iteration of business agility.
As it relates to marketing specifically, the outdated traditional path assumes a known end point. In today’s reality, marketing is not predictable. Cue #AgileforMarketing, an approach which uses rapid learning cycles to reach goals. With Big Campaigns being broken down to “Delivering value early and often, over waiting for perfection,” marketers can learn faster and more efficiently what’s working and what’s not.
While in theory it may seem simple, adopting an agile mindset and its various methodologies across an entire organization can be challenging. How do you drive operational excellence through Agile Marketing? How do you encourage cross-functional collaboration?
Being agile means leadership is aligned on priorities and objectives, and the experts at CMG are prepared to help you not only embrace change, but create it.
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Agile for Marketing
A mindset and methodology that transforms culture and operations so you can execute more efficiently, champion the customer, and achieve better performance through a data-driven, iterative approach.
What it Means for Business?
It’s not about working faster; it’s about working smarter. Mature Agile Marketing teams use data and insights to understand performance and outcomes. As an agile adoption is getting under way, ensuring your team has access to data and has a good measurement plan will be critical. Teams are looking for early indicators of near-term trends to determine whether they are headed in the right direction or need to course correct. Here are just a few of the many benefits of Agile Marketing:??
Companies across the globe, of all magnitudes, continue to adopt, implement, and refine their agile teams.
At CMG, we pride ourselves in pairing our agile expertise with the unique business needs of your organization. We use the combined strength of our understanding of data, analytics, insights, marketing technology and customer engagement to guide teams in uncovering the most effective ways of working. Get in touch with a team member and let us guide you through your #AgileJourney!?
Learn More about the agile mindset and practices: