“For marketers, it translates into embracing new technology and even new software tools that allow companies to remain agile so they can effectively meet the challenge of providing the rich customer experiences that consumers crave.”

When it comes to implementing new processes, Seiden offers some advice:

“Well, every company is different, but it starts by creating small, cross-functional teams who can figure out which agile methods make sense for their work. These teams represent not only software engineering but product management, design, and marketing. And it requires leadership support and a willingness to rethink some very fundamental things, including budgeting, planning, resource allocation, product roadmaps, procurement, risk, and so on. In large organisations, these functions have a hard time handling continuous small changes. They’re optimised for big plans and long cycles. All of this has to change.”

Read the entire article at CMO.com

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