More than ever, marketers battle the “always-on” environment that runs counter to the traditional way of operating. The old way of doing things can’t meet rapidly changing business requirements and evolving consumer behaviors.
The Sixth Annual CMO’s Agenda: The Agile Advantage defines a new way for lead marketers to improve business performance--one that puts agile marketing at the heart of their corporate culture and operations.
With insights from more than 40 marketing leaders and agile experts--brands include Discover, HP, Hershey’s, PayPal, and SAP--the study reveals that CMOs who use agile marketing possess an unprecedented ability to tackle corporate and customer realities with ease and intelligence. Marketers note faster cycle times (“We pulled off in five to six months what most organizations would do in 12”) and more effectiveness (“We had almost a 3,000-x lift in performance and drove a 30 percent increase in trials quarter-to-quarter”).
Agile marketing evolves organizations into keenly focused units dedicated to delivering more value to customers and moving the needle on organizational KPIs. In CMO’s Agenda research, 67 percent of the CMOs using agile said it increases profits and revenues. It does this primarily by:
- Keeping the organization customer-focused
- Improving speed-to-market
- Making teams more productive
- Enhancing prioritization
- Delivering better, more relevant end-products
- Increasing throughput/velocity of work delivered
Seven Principles of Agility
No process or methodology can help a marketing organization achieve agility without a specific set of shared values. As we have shared here on CMO.com during the past two months, CMO’s Agenda research distilled seven principles of agility from interviews with CMOs and agile experts:
1. Flexible and focused: Initiatives are dedicated to organizational priorities and adapted based on data and testing.
2. Data-driven: Priorities are decided and modified based on the results of multiple evaluations in real time.
3. Iterative and experimental: Success comes faster with rapid improvement to projects. Innovation is encouraged through small experiments.
4. Clarity and transparent: Effectiveness and employee engagement improve with frequent and clear-cut communication and through transparent processes.
5. Empowered: Decision-making is closer to the decision. Leaders determine what to do and why, while team members are entrusted to decide how to do it.
6. Collaborative: Teams plan and execute work within and across disciplines and departments, improving productivity and accelerating speed to market.
7. Customer-centric: Customer insights are the guiding light for marketing projects from start to finish.
How agile is your organization? Throughout the CMO’s Agenda study, marketers expressed a need to fully understand their current state of agility, so CMG Partners developed a free Agile Assessment. The assessment provides a comprehensive view of agility customized by organization, giving marketers a solid insights on which to base future agile marketing priorities.
Click here to download a copy of the CMO’s Agenda (short registration required).