While agile marketing is the norm for many marketing operations teams, the C-suite in most organizations is likely preoccupied with other concerns than trying to understand scrum versus kanban.
So how do you break down agile marketing to executives with scenarios and terms that are relevant in their world?
“With the current conditions it is very important to measure exactly what you are doing with your agile marketing processes, leading with campaign successes,” said Bonnie Crater, CEO of Full Circle Insights, a data and lead management platform. “With the C-Suite you need to focus on top-line measurements, always beginning and ending with revenue, always. How well your funnel is working is most important.”