Agile teams speed up campaign delivery

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 18, 2021, 1:40 AM UTC

This helps deliver meaningful customer experiences.

Agile marketing teams must be formed with the idea of having the customer at the center of it. For a company that has multiple agile teams, say for lead generation, sales, retention and more, create funnel teams that are based on how a customer engages with a brand.

Persona teams could be focused on major persona categories. This allows them to develop a deeper understanding of consumer needs and a broader understanding of customer experience. Cross-functional teams could help speed up the process of delivering a campaign.

The author highlights that having such agile marketing teams would call for a company restructure. However, that isn’t the case and that the process is simply about how work can best get delivered.   

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