This should be the golden age of marketing. We have more tools at our disposal to implement and measure marketing, and, until the pandemic hit, advertising budgets were at record levels. Even with the pandemic, budgets are only down by roughly 5%. But ask any CEO whether he or she feels that marketing is delivering record levels of business and customer value, and, for most business leaders, the answer is a resounding NO! So, what’s wrong?
• The traditional marketing plan is broken. We sit in endless meetings, debating annual plans—or worse, a three-year strategy—without feedback from the market or the rest of the organization. The resulting marketing plans are long, inward-focused, and detached from customer realities.
• The traditional marketing organization is broken. Many marketers work in silos, their loyalties and points of view more closely aligned to their skill sets (communication, social media, SEO/SEM, brand management) than to delivering value to customers and the business.
• Marketing execution is broken. Too many meetings, too many status reports, too many work items in spreadsheets rather than in tools that support modern marketing. The result is poor execution and an inability to communicate marketing’s value to the rest of the organization`
Joining us for our discussion with Jim Ewel on Marketing Success . JIM EWEL is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile marketers and co-authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile. Ewel runs an Agile marketing consultancy, where he has helped over 60 organizations adopt this futureproof approach to marketing. His latest book is The 6 Disciplines of Agile Marketing:Proven practices For More Effective Marketing and Better Business Results Welcome to Mastering Your Money, Jim Ewel.