Have you noticed the growing 'Agile Marketing' trend? Adapted from a popular software development methodology, agile marketers set goals and objectives monthly and work on them in monthly “sprints.” The idea behind agile marketing is to adapt quickly and achieve results fast. It is suitable for companies that are in rapidly changing, perhaps highly competitive, markets. Even if a company chooses to work in this way, an annual plan that sets the “arc” for the year is still a good idea. Also, … [Read more...]
Chapter 23 – The Marketing Department
With all of the dramatic changes in media, technology, and buyer behavior that we have witnessed in recent decades, CMOs should devote a lot of time to rethinking the optimal structure for their department. Should their team be organized around functions, geographies, customer segments, or something else entirely? How well is their team aligned with the business, and is the team adaptive to changes in the market? Which functions are essential to the success of the marketing effort? … [Read more...]
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