Why is agility important to your marketing?
Every business needs to be agile and responsive to the changing market conditions. The pace and uncertainty in the marketplace have made it essential to be agile. As a marketing function, to add value, we need to be able to move rapidly and be prepared to act quickly. It’s good to have a plan to give you a general direction but you should anticipate your plan will change.
How has agile marketing helped you reach your goals?
It’s helped build greater credibility with key stakeholders since we’re able to respond quickly to the demands of the business. It’s given us the ability to test and validate new channels and tactics without placing all our eggs in one basket right away. We’re able to look at the data and pivot or double down on a specific tactic or channel that’s yielding results.