Marketing 0

Summary: Executing Marketing Initiatives at Pace
and Scale
Across industries, the product lifecycles are shortening, driven by the
constant change in customer expectations and the proliferation of
new products. The phenomenon is also happening in the customer
experience, which can become obsolete in a short period.
Traditional models of marketing planning and project management
do not fit the new landscape. The long-term marketing strategy is no
longer relevant. The waterfall or stage-gate approach to innovation is
considered too slow. The always-on customers demand that
companies keep up with organization flexibility, which calls for an
agile marketing approach. Operational stability must also be
complemented by agile marketing, which becomes the catalyst for
growth.
An agile marketing execution requires several components. Real-
time analytics allows companies to capture market insights quickly.
Based on the newly discovered ideas, marketing initiatives are
designed and developed in small batches and incremental fashion by
decentralized agile teams. The teams utilize a flexible platform and
concurrent process to come up with a minimum viable product. The
product iteration is then tested via rapid experimentation. To speed
up the process even further, companies may embrace open
innovation and leverage both internal and external resources.

---