Lion tamer? Ring leader? Acrobat? Marketers often wear some or all of these hats on a daily basis. But if getting insight from marketing data feels more like a three-ring circus than an orchestrated Cirque du Soleil performance, it’s time to consider agile marketing.

Agile marketing is an iterative, team-based approach that makes it easier to respond to market shifts, customer demands, and com-petitor moves because you’re always refining, always improving your campaigns versus waiting for everything to be perfect before you go live across all of your channels. Agile marketing saves time, gives you immediate feedback, and allows you to more effectively map the customer journey to personalize and improve the customer experience.

of marketing leaders said they are not empowered, and encouraged to experiment and innovate, despite the importance of "test-and-learn" as a response to disruptive forces.3

over the next three years.14

Brands plan to increase their spending onmarketing analytics

of retailers cite too many siloed systems as the top pain point to improve execu-tion of omnichannel and customer en-gagement strategies.9

1 CMG Partners CMO Agenda, The Agile Advantage, April 20142 CMG Partners CMO Agenda 3 National Association of Advertisers4 Association of National Advertisers: Marketing’s Moment: Leading the Disruption5 Forrester Research, Business Marketing Association. B2B CMOs Must Evolve or Move On

6 Association of National Advertisers7 RIS/EKN Research 8 Marketing Profs9 RIS News10 McKinsey & Company: Five Blind Spots On the Road To Marketing’s Potential

11 Aberdeen: State of the CEM Market12 RIS/EKN Research13 IDC14 CMO Survey, Duke University Fuqua School of Business15 Gartner

Data in the digital universe is doubling in size every two

years and will grow to

44gigabytes by 2020.13

trillion

of businesses currently integrate disparate databases to establish a single view of customer data across the organization.11

Only Retailers’ IT budgets for omnichannel execution will continue to grow, consuming

of the budget withinthree years.12

The best digital marketers exploit emerging trends and technologies to achieve transformative business outcomes.15

Lack of tight systems integration causes up to a

loss in sales.7

of marketers say the ability to make data-informed decisions is their most needed capability to respond effectively to disruptions.10

of B2B marketing leaders say that conditions change too quickly to keep plans current.5

consider agility extremely important.1

Yet

of leading marketers consider their organization very agile.

Only

of marketers said adopting agile helped them improve speed to market.2

of marketers believe active testing and learning is the number one strategy for re-sponding effectively to disruptions.4

of companies are using datato make decisions.6

USE AGILE TO TAME

higher customer retention rates

higher saleswin rates.8

Organizations with tightly aligned sales and marketing functions enjoyed

What Does This All Mean?

Over

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