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Why You Need Flexibility in Your Marketing Plan

Thriving businesses have a common trait: flexible strategic planning as they implement marketing solutions. Are you prepared for the constantly evolving demands of your customers? Consider Agile Marketing to work smarter, empower effective teams, and encourage cross-functional collaboration to not just embrace change — but create it.

Agile Marketing Enables a Flexible Planning Process

Agile Marketing, recently adopted by many CMOs who are trying to work smarter, is a process that keeps you untethered to long planning processes and campaigns. It lets your marketing organization be adaptable to the market and consumers. 

That sounds nice, but how does it work? 

Teams that adopt the agile mindset and methodology work in two-four week sprints, so they are able to assess and adjust frequently. The shorter time frames help them stay focused on high-priority projects that drive KPIs. 

Why You Should Care
If you’re struggling to achieve agility in your marketing organization, then it could have to do with the amount of work on your team’s plate, empowerment to be proactive versus reactive, and the clarity they have around the overall direction that marketing is heading.

Becoming more focused on mission-critical assignments and less distracted by other tasks accelerates time to market and garners better results and marketing capacity.

Assess Your Organization
Here are some questions to consider as you gauge your organization’s flexibility and focus:

  1. Are you focused on a few key strategic initiatives, or are you always putting out fires?
  2. Is your planning process long-term or short-term?
  3. Does planning allow for flexibility and adjustment on a real-time basis?
  4. Do you prioritize your workload on a weekly or regular basis with your teams? If so, how?

What Agile Marketers do Differently to Create a Flexible Plan

• Manage work in progress: It’s not about doing more projects; it’s about doing high-priority projects that drive KPIs. This keeps workloads manageable and focused on work with the most impact, so output is higher quality.

• Use shorter planning cycles: Agility requires faster planning and more opportunities to measure, adjust, and modify. Long-term strategies executed on shorter time frames and based on what we know today make it easier to adjust.

• Prioritize constantly: Continually evaluating what’s important prevents new tasks or “emergency” projects from distracting teams. They stay focused on completing initiatives of highest value to the organization and acting on changing conditions and new developments.

At CMG, We Know Agile. Let Us Show You What It's All About.

At CMG, we use agile processes in our own work. We've seen firsthand how it's transformed our performance and increased our output. We work with organizations to execute marketing strategies that work. 

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Sources:

CMO: http://www.cmo.com/articles/2014/2/2/agile_principle_1_fl.html

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