Agile marketing allows top-performing marketing teams to quickly respond to changes in the market, competition, and consumer behavior and justify each decision in campaigns and programs with hard data. But what is Agile marketing and how do I set my team up for success? Agile marketing means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. Effective Agile marketing hinges on the tactical approach of bringing together small teams of key collaborators and facilitating the necessary data and process for this team to work together—at speed, across multiple functions, and ideally in a “war room.” A high-functioning agile team can run hundreds of campaigns simultaneously and multiple new campaign inputs every week.
We recognize that getting to a successful Agile marketing team structure and process in most organizations can be a challenge and requires top-down buy-in, willing collaboration, and shared decision making across multiple departments well outside of the marketing function. Fjuri can help you build the right team and process for Agile marketing by working with your team to build the right approach and identify and help focus the team’s efforts on the first set of high value projects, complete those projects cooperatively, measure their impact, and then set the process for continuously and incrementally improving the results over time.