Marketing agility for boosting business growth

Today’s CMOs acknowledge that agility is no longer a luxury or “nice to have” feature. Marketing agility is currently considered critical for brands to survive and thrive. The extensive transformation due to the pandemic has marked agile marketing to be a vital feature. 

In marketing terms agile refers to the use of analytics and data for continuously sourcing promised solutions or opportunities to obstacles in the real-time, deployment of tests rapidly, evaluation of results, and quicker iteration. At scale, a high-efficiency and high-functioning marketing brand can run scores of campaigns simultaneously and generate new ideas each week. 

Leaders clarify that often choosing to stay agile can be confused as being reactionary. Instead, agility should be considered as a strategic response. Rather than allowing the change occurring around you to force you into shifting and adapting, you need to take charge of being prepared for the change that is certain to take place. 

Organizations today need to handle uncertainties related to precision, focus and emerge as intelligence-driven to survive and stay at the top position. To keep pace with the rate of continuous change that is required by agile marketing is tough in the current climate, but it is not impossible. 

Understanding the barriers to agility 

It begins with the understanding that a brand’s culture and mindset can be the biggest obstacle to agility. They feed off each other. When marketers are in a risk-evaluation mindset where they are trying to predict outcomes and returns before making decisions, it becomes easy to be trapped in an uncertainty-holding pattern. A certain level of risk needs to be taken. It doesn’t promote the thought of “go big or go home”, rather makes smaller investments and test waters before taking the next step, which can help you to be strategically nimble. 

It is important to understand that organizational culture can’t be modified overnight. Changes in the smaller divisions and consistent successes along the way are more beneficial. The change will take time definitely, however, the structural changes that are needed to match the culture can be against agility, thus striking a balance is important. 

Transparent communication 

Open and honest communication regarding the decision-making process and logic behind them is necessary during transformation. Consulting, informing, and collaborating are vital to marketers’ success. 

Importance of right team for marketing agility 

Transforming as an agile organization requires having the right team in place that can collaborate at a proper speed. It requires establishing clear lines of:

1. Identifying both cultural and skill-based shortcomings in the team 

2. Ensuring the right level of topical and functional expertise 

3. Accountability 

Stakeholder alignment is paramount. It is a critical part of eliminating silos that harm a collaborative working climate. 

A clear understanding of the forces working against the brand’s capability of staying agile in the dynamic ecosystem is important. It helps marketers proactively avoid blind spots and be prepared to handle changes. Agility is a strategic response to help marketers take proactive measures instead of scrambling to defend. It allows them to emerge from a place of readiness and strength in the marketplace. 

Sr. Content Writer TSL Marketing