How Marketing Leaders Can Implement Agile Marketing
In the recent CMO Club Virtual Roundtable, Agile Marketing, with roundtable leader, Renata Lerch, former VP Global Marketing and Communications at Scrum Alliance and certified agile leader and coach, she discussed the implementation of agile marketing and the CMO’s role in creating a smooth transition.
Though the term began in the software industry, Lerch said, in most industries, agile mostly embodies a mindset with three main areas of focus:
- Deliver value to customers – the primary focus
- Small, self-organizing teams that work in shorter cycles with frequent user feedback
- And overall a continuing effort to eliminate bureaucracy, operating with interactive and empowered teams