Businesses Far Behind on Agile Marketing

Share this content:
Businesses Far Behind on Agile Marketing
Businesses Far Behind on Agile Marketing

The goal of the survey was to “understanding where the current state of marketing - specifically agile marketing - is,” said Ed Breault, VP of marketing and industry solutions for Aprimo.

Breault talked about agile marketing as two somewhat similar things: Big A, which is the rigid adoption of agile product development with sprints and scrums and consistent iteration and releases; and Little A, which is the adoption of the culture and mindset of agile marketing, that is - to try things out and release them on the fly.

“Agile has been trending over the years,” Breault said. “Gone of the days of the long-planned out, linear processes. You can't go to market the same way you go before.”

But there's still much work to do. The study, done in conjunction with Forbes Insights, asked 300 marketers for their opinions about agile marketing and the state of their operations.

Three out of four respondents said “agility of Marketing Operations” was a marketing challenge. The biggest impediment: 47% said “too much organizational bureaucracy” and 37% said the “difficulty proving the ROI of agile marketing.”

Breault said that even those who have not implemented agile marketing know the term and are interested in learning more.

“The [concept] has been around for quite awhile,” Breault said. If you haven't heard of the term and you work in marketing, good luck.”

For the skeptics, Breault said that some people think agile isn't going to work at their company because they think the process is unstructured and ad-hoc. “It's actually a well-designed, focused process, he said.

The biggest enemy of agile marketing, according to Breault is “Legacy: legacy systems. legacy mentality, legacy process.”

He added: Agile is disruptive. Companies will look at all of the existing infrastructure that the organization has spent getting it to what it is today, so it's going against a culture that is heavily invested in [the status quo].”

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above