Blog: marketing campaigns
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Agile thinking will help marketers be more flexible
9/2/10Continue ReadingIn an excellent recent blog entitled Don't fix your marketing processes, David Raab argues for more flexibility in marketing systems rather than improved processes, the staple recommendation of most consultants and experts. I heartily endorse David's point of view and would like to extend it a bit further.
According to David, the primary drivers of flexibility are small, simple, loosely connected processes, frequent measurements, technology that enables easy integration of new data sources and ease of use for marketers who want to change programs on the fly. He also emphasizes the need for generalists who are comfortable with technology. Good points, all of them.
