When Agile Marketing breaks the Agency Model
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October 12, 2021
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Key takeaways
- Agile marketing enhances team speed and revenue but challenges agency collaborations.
- Only 3% of marketers find transitioning to agile with partners smooth.
- Successful agile adoption requires revised scopes, compensation models, and data sharing.
An article by McKinsey:
Agile marketing, though beneficial in speeding up and enhancing the performance of marketing teams and their collaborations, presents substantial challenges, especially when integrating external partners. A McKinsey survey revealed only 3% of marketing executives found the transition to agile marketing smooth, with over 80% encountering obstacles.
Agile methodologies can accelerate marketing campaign execution and lead to significant cost efficiencies and revenue increases. However, adapting to agile requires careful management of scopes of work, fee arrangements, and the overall operating model, necessitating a shift towards more flexible and collaborative practices with external agencies.