The Need For An Agile Marketing Transformation
Marketers or junior marketing leaders can implement Agile Marketing at the team level bottom up or in islands in the organization. This approach can achieve some improvement but typically stalls at some point.
Real marketing agility requires a transformative change in processes, policies, mindset, and maybe even the type of leaders. This is a bigger lift obviously.
While most of the marketing organizations we see score pretty high on the “do they need Agile Marketing?” scale, Only some of them would agree that that’s indeed what they need, and even a smaller set goes and does something about it.
While many marketing leaders agree with Agile Marketing at the concept level, They need a strong trigger before they take action on it. (To use “customer journey” language – most marketing leaders aren’t even in the awareness stage, but even those that are, need a trigger to move towards acquisition and activation…)