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Agile Marketing for a Digital World
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Agile Marketing for a Digital World

Shelby Senzer, Raakhi Agrawal, Mitch Colgan and Siwei He
Boston Consulting Group, 2022
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Recommendation

Go ahead, tell your marketing team you want more campaigns in less time. See how they respond. Chances are, you’d get a group of angry, burnt out marketers. But what if you change the structure of the marketing department, persuade them to buy into a test-and-learn approach, allow them to scale their successes and accept the lessons of failure without penalties? According to the Boston Consulting Group, when marketers embrace agile ways of working, not only do they see a better ROI, but they end up being more satisfied with their work.

Summary

Marketing teams that adopt an agile approach work faster, are more satisfied with their work and see better ROI.

Budget worries are growing for most companies as a possible recession looms, so there’s pressure for marketing teams to provide evidence that their campaigns are effective – and this evidence usually takes the form of immediate ROI. Yet many marketing teams find themselves still embroiled in sluggish internal processes, even as the rest of the company moves on to more agile ways of working. In a fast-changing market where personalization is key, traditional approaches to marketing are too slow. 

The Boston Consulting Group has found that agile marketing teams get results faster, are more satisfied in their work and enjoy a better ROI when compared to traditional marketing teams. Embracing an agile, test-and-learn approach works for marketing. 

Agile marketing pods take a test-and-learn approach, sharing lessons with other pods whether they succeed or fail.

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About the Authors

Shelby Senzer, Raakhi Agrawal, Mitch Colgan and Siwei He are professionals with the Boston Consulting Group.

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