On Their Toes: Why Brands Are Embracing Agile Marketing


On Their Toes: Why Brands Are Embracing Agile Marketing



by , Columnist, April 28, 2022

In theory, email teams are the original agile marketers, responding to change instead of following a set plan. But are their larger marketing teams able to do that?  


Some are, judging by The Impact Of Agile Marketing, a study by Ascend2. 


Of those polled, 43% have adopted Agile marketing, while 12% have fully adopted it. Another 21% are currently implementing it, and 17% are planning to, while 19% have no such plans.  


Of those who have adopted Agile marketing, 29% rate themselves as very successful at it, and 67% as somewhat so. Only 4% say they are unsuccessful.  


The main obstacles to going Agile are:



  • Identifying/implementing the right technology — 48% 
  • Obtaining and utilizing data — 38% 
  • Sustaining consistency in output — 38%
  • Allocating adequate resources—37% 
  • Employee burnout/strain — 30%
  • Testing and optimization — 28%
  • Obtaining leadership buy-in — 19% 

But the benefits seem well worth it:



  • Flexibility and adoptability to new challenges — 54% 
  • Faster time to get things completed — 41% 
  • More effective prioritization of work — 39%
  • Higher quality of work — 36%
  • Easier cross-functional collaboration — 29%
  • More relevant metrics — 28% 
  • Improved team morale — 18%
  • Reduced risks — 18%

Agile is not a new idea: At least 20 years ago, software developers were saying that Agile ensured they would no longer work on a project for a year and then be told it was cancelled. 


In marketing, 90% feel Agile’s importance is growing, and 22% feel it is increasing significantly. 


Why switch to Agile Marketing? Marketers say the top reasons are to:



  • Improve productivity—45%
  • Increase competitive advantage—43%
  • Improve customer satisfaction—39% 
  • Enhance ability to manage changing priorities—36%
  • Increase innovation—25% 
  • Improve measurement—20% 
  • Mitigate marketing costs—20% 
  • Improve employee satisfaction—14%
  • Improve internal communications alignment—12%
  • Increase project transparency—10%

And what are the key components of an Agile marketing strategy?



  • Collaboration alignment—63% 
  • Management/communication tools—54% 
  • Data—50%
  • Structure of the team—41%
  • Testing—29%
  • Structure of daily meetings—14%

Finally, how do agile marketers feel about achieving their goals in the next 12 months? They are:



  • Hopeful (44%)
  • Confident (26%) 
  • Cautious (17%)
  • Indifferent (10%
  • Doubtful (3%)

Ascend surveyed 321 marketing professional from April 14-24. Of these, 25% were n B2B companies, 45% in B2C and 30% in B2B and B2C equally. In addition, 11% were in firms with more than 500 employees, 20% in those with 50 to 500 and 69% in organizations with fewer than 50. 


Most marketing teams are successful at Agile Marketing, but only 29% are very successful, Ascend2 reports.

 

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