Why marketing success depends on agility and adaptability

Posted by Kartik Sharma

Why marketing success depends on agility & adaptability

Workfront’s latest State of Marketing Work Report is full of insights into the world of the marketing professional that are as fascinating as they are concerning. It’s an informative read, and I’d encourage any reader of this blog to download the report and engage with its findings first-hand. However, the key takeaway is that today’s marketers struggle, more than ever, to find the time they need to do the work they were hired to do.

Taking this into account, it’s clear that the marketing world is facing real challenges in the workplace. So what can be done to address this?

A brief look at some of the insights we took away from this year’s State of Marketing Work Report

The two primary insights we took away from the report are as follows:

  • The average marketer works a 49 hour week, up from 44 just two years ago
That means, after attending meetings and responding to emails, marketers have just over one-third of their time left in which to undertake their primary job duties.
  • Worse yet, the prevalence of conflict between the marketing department and others is at an all-time high of 98%
That’s a worrying statistic, to say the least - only two out of every hundred    companies are likely to not experience constant conflict between              marketing and the rest of the business.

These points are revealing, but the last one in particular draws attention to the fact that there is a growing epidemic of misunderstanding between businesses and their marketing departments. It isn’t surprising, however when taking into account the rate at which marketing technology and the marketing discipline itself have been evolving in recent years. In conjunction with the number of hours marketers are spending on their working weeks, it couldn’t be clearer that marketers are not communicating the value of their work to the rest of the business.

In short, business leaders need to make a concerted effort to build marketing teams that work faster, are accountable and have goals that align with the rest of the business. Just as important, marketing needs to be agile and adaptable enough to deal with the rapid change that characterises modern business, and marketing in particular.

How can Microsoft Partners achieve more agility and adaptability in their marketing efforts?

Agile marketing is a relatively new marketing paradigm inspired by the principles of agile software development. These principles emphasise:

  • Responding to change over following a rigorous, predefined plan
  • Rapid iterations over insular, ‘Big-Bang’ campaigns
  • Testing and optimising based on data over opinions and conventions
  • Many smaller experiments over a few large, long-term bets
  • Individuals and interactions over a ‘one size fits all’ approach
  • Collaboration over silos and hierarchy

When applied to marketing, this translates to a more data-informed, fluid approach that takes into account the response your campaigns get from real live customers, and adapts its tactics accordingly. This ensures that your marketing campaigns are more effective and see greater Return on Investment, but also reduces the time needed to implement new strategies, campaigns and ideas. Agile marketing provides a highly effective method for meeting the modern cloud buyer’s expectations for on-the-minute information available at their fingertips.

How can Microsoft Partners be a more powerful, more effective marketing engine?

With the diversity of marketing technology available today, there’s never been a better time for businesses to streamline their marketing departments. Some of these technologies include:

  • Marketing Automation

Marketing automation has come a long way from the robotic, impersonal text messages and emails we’ve become used to. Modern automation technology allows you to deliver tailored content and user journeys to your prospects on an individual level, and can adapt to the choices your leads make along the way.

  • Marketing ‘as-a-Service’

It’s becoming increasingly common for businesses to outsource entire departments or functions to external providers, and marketing is no exception. The growing complexity of marketing technology means that having access to trained marketing experts is crucial if you hope to get the most out of your marketing data. ‘As-a-Service’ marketing constitutes a more affordable option for businesses without the budget required to hire full-time, in-house marketing experts to reap the rewards that come with it.

Are you looking for information on building a successful Microsoft Partner Solution marketing plan? We’ve put together a concise presentation that covers everything you need to know about taking your solution to market, including a case-study example of one of our clients. Download the guide for free to learn more.

New Call-to-action

Topics: digital transformation, Microsoft partner, digital marketing