When agile marketing breaks the agency model
The journey to agile marketing can be hard. But for many marketers and agencies, it offers the opportunity to forge a better partnership.
By Clay Cowan, Jennifer Ellinas, and Rachael Schaffner –
- Agile marketing teams can deliver real business value for an organization.
- But agile transformations can be challenging and place outsized strain on a marketing group’s agency relationships.
- The most successful agile marketing teams are doubling down on sound agency management practices, including approaches to scopes of work, fee arrangements, improved operating model, talent and culture, and metrics./li>
Marketing leaders are increasingly turning to agile methodologies to help improve the speed and performance of their teams along with the many partners they use for creative, production, and measurement expertise. In our experience, though, the shift to agile is often far from seamless for these constellations of teams. Our recent survey of marketing executives found that only 3 percent characterized their transition to agile marketing with their partners as “smooth,” while more than 80 percent reported the journey to be filled with obstacles.
Managing multiple external partners can already be complicated in a traditional marketing department, and it’s an understandably significant shift to borrow operating methodologies from the IT world. Compounding that challenge is the fact that marketing requires engaging with so many more types of third parties, which include measurement, platform, and publishing partners. Google, Twitter, Facebook, and LinkedIn were mentioned by 40 percent of the executives as being among the additional partners they coordinate with today.
It’s no wonder, then, that when switching to agile methods, marketers often struggle with how best to involve their external partners and other third parties in their transformation. The result can leave some professionals feeling that agile marketing broke their agency model. more>
Posted in Business, Economy, Education, History, How to, Net, Technology
Tagged Business improvement, Internet, Jobs, McKinsey, Productivity, Skills, Technology
By Shirin Ghaffary and Rani Molla – For the past several months, a fight has been brewing inside Apple, the world’s most profitable company, about a fundamental aspect of its business: whether its corporate employees must return to the office.
Apple expects employees to return to their desks at least three days a week when its offices reopen. And although the Covid-19 delta variant has made it unclear exactly when that will be, Apple’s normally heads-down employees are pushing back in an unprecedented way. They’ve created two petitions demanding the option to work remotely full time that have collected over 1,000 signatures combined, a handful of people have resigned over the matter, and some employees have begun speaking out publicly to criticize management’s stance.
Apple employees who don’t want to return to the office are challenging the popular management philosophy at many Silicon Valley companies that serendipitous, in-person collaboration is necessary to fuel innovation. more>
Posted in Broadband, Business, Economic development, Economy, Education, History, How to, Technology
Tagged Business improvement, Internet, Jobs, Productivity, Remote working, Skills, Technology