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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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Editorial Rating

9

Qualities

  • Applicable
  • Overview
  • Inspiring

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.

Take-Aways

  • Marketing teams that adopt an agile approach work faster, are more satisfied with their work and see better ROI.
  • Agile marketing pods take a test-and-learn approach, sharing lessons with other pods whether they succeed or fail.
  • Marketing pods should be small and communicative, with a growth mind-set, clear governance and constant evaluation.

About the Authors

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

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