“The days of the big bang campaign are gone. We don’t have time to spend months baking ideas and putting a big bang into market.”
So says Kim Wells, chief marketing and digital officer at Scottrade, and we could not agree more. After months of interviewing lead marketers for our Sixth Annual CMO’s Agenda study, the data shows the way we think about and execute marketing is in flux. Marketers deal with this differently, of course, but the need to do more—and do it smarter, faster, and better—is universal.
We’re betting on Agile for Marketing (A4M), a mind-set and methodology borrowed from manufacturing and software that empowers organizations to be more responsive to the market. CMOs adopting A4M have an unprecedented ability to tackle corporate and market realities with ease, speed, and intelligence. And our research shows that translates into stronger business performance and higher employee satisfaction.
A4M’s Business Impact
Sixty-seven percent of the CMOs we talked to who use A4M say it leads to increased profits and revenues. It does this primarily by:
(Click to view larger image.)
Our research supports other studies conducted at MIT that suggest agile firms grow revenue 37 percent faster and generate 30 percent higher profits than nonagile organizations. That’s proof that adopting agile principles is good business.
Now Is The Time For Agility
The competitive landscape and customer preferences continue to change. CMOs need a new way of working to respond effectively. A4M evolves the marketing organization into a keenly focused unit dedicated to creating more value to the customer and moving the needle on organizational KPIs.
Now is the time to adopt the mind-set and methodology of agility. Now is the time to create a new competitive advantage through innovation and responsiveness. Now is the time to drive growth. Now is the time for A4M.
To help you get the agile advantage, over the next few weeks we’ll share deeper dives into the seven principles of A4M:
- Flexible and focused
- Iterative and experimental
- Clear and transparent
Can’t wait? Visit CMOAgility.com today for a sneak peek at how other CMOs are using key principles, such as experimentation and flexibility, to create a competitive advantage. This year’s Agenda will provide insights from leaders at more than 40 top brands—Adobe, Alcatel-Lucent, Discover, Hershey's, Intercontinental Hotels Group, and Panasonic, to name a few—that are exploring and embracing the seven agile principles for a competitive advantage.