Forbes: Using An Agile Approach For Marketing Success

Greg Kihlström wrote the following article for Forbes: read the rest here

Marketers face increasing pressure to provide relevant offers to customers, and the competition only seems to increase as consumers have more options to choose from and seemingly endless ways to get what they are looking for.

To keep up with these demands, marketing must become more agile, which includes how success is defined, how it is measured and the approach to continuously improve on the current state. Agile principles can help (and have helped) many organizations and teams within to achieve these goals.

Before we talk in too much more depth, it is important to distinguish between formal agile methods and a less formal agile approach that is informed by those principles. While I’m a certified Agile coach and have guided many companies toward success using the tools I’ve been trained to use, I’m not suggesting that everyone adopt formal agile principles in order to be successful, however. In this article, I’m going to describe a less formal agile approach that is influenced by many other approaches, including the scientific method and six sigma.

Greg Kihlström wrote the abovearticle for Forbes: read the rest here