ITSMA Agility Survey: Accelerating the Move to Agile Marketing
Transcript of ITSMA Agility Survey: Accelerating the Move to Agile Marketing
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 1
Accelerating the Moveto Agile Marketing
ITSMA Agility Survey | Abbreviated Summary | May 2016Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA
This abbreviated summary highlights some of the most significant findings of ITSMA’s Accelerating the Move to Agile Marketing. A more in-depth analysis can be found in the full report http://www.itsma.com/research/accelerating-move-agile-marketing/
Abbreviated Summary
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 2
recognize the importance
of marketing agility
91% 23%have already
taken stepsto make their
marketingorganizations
more agile
The vast majority of B2B marketers (91%) recognize the importance of increasing marketing agility, but most have only recently begun to take action or are still in the planning stage.
40%are
currently redesigning
marketing processes and organizationsto improve agility
Source: ITSMA Agility Survey, April 2016 (N=149)
20%are
planningto take action
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 3
The good news is that a majority of those that have already started down the road to agile are seeing results, especially in areas such as campaign development and execution, digital and social marketing, and content marketing.
These are the Agile Marketing Leaders:
Source: ITSMA Agility Survey, April 2016 (N=70)
of marketers that have already started down the road to agile are seeing
results58%
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 4
ITSMA’s new study, Accelerating the Move to Agile Marketing, documentsthe approaches taken
to increase agility
and the five organizational behaviors that correlate most
with impact from agile marketing initiatives:
the equal effectiveness of following either a homegrown approach or software development-inspired approach to marketing agility
There are two roads that lead to agile marketing
% of Respondents (N=122)Source: ITSMA Agility Survey, April 2016
Adopting new methodologies borrowed
from the software development and/or manufacturing world
Taking another
approach 6634
48
42
32
30
29
29
14
12
6
Scrum, although popular, is not the only wayto achieve marketing agility
Which approaches have you taken to increase marketing agility?% of Respondents (N=122)
Note: Multiple responses allowed.Source: ITSMA Agility Survey, April 2016
Marketing organization restructuring
Own homegrown approach
Scrum
Flexible staffing and/or outsourcing
Lean
Design thinking
Six Sigma
Kanban
No particular approach
Marketers following homegrown approaches can be just as effective as those employing scrum or lean
Note: Multiple responses allowed.Source: ITSMA Agility Survey, April 2016
Which approaches have you taken to increase marketing agility?% of Respondents
4550
3035 33
2823
183
49
3833
28 27 29
10 10 7
Marketingorganizationrestructuring
Ownhomegrown
approach
Scrum Flexiblestaffingand/or
outsourcing
Lean Designthinking
Six Sigma Kanban No particularapproach
Agile Marketing Leaders(N=40)
Agile Followers(N=82)
12345
CollaborationExperimentationDigital 1st
Free flow of informationContinuous measurement
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 5
The study also provides case studies examples and lessons learned from:
Source: ITSMA Agility Survey, April 2016
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 6
Methodology
Source: ITSMA Agility Survey, April 2016
Web-Based SurveySurvey invitations were emailed during April-May 2016 to ITSMA member and select non-member companies
149 Primarily marketers at B2B technology and business services companies completed the survey
15 Qualitative Interviews● Amdocs● Avanade● Black & Veatch● Booz Allen Hamilton● Capgemini● Cisco Systems● Dell● Genpact
Methodology and Respondent Demographics
● HCL● IBM● Neudesic● Optum● Rimini Street● SITA● Vodafone
Description of an Agile Marketing OrganizationFor the purposes of this survey, we are defining Marketing Agility as:
Improving the speed, predictability, transparency, and adaptability to change of the marketing function.
Agile marketers value:● Responding to change over following a plan
● Rapid iterations over Big-Bang campaigns
● Testing and data over opinions and conventions
● Numerous small experiments over a few large bets
● Individuals and interactions over target markets
● Collaboration over silos and hierarchy
Source: http://www.agilemarketing.net/what-is-agile-marketing/
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 7
Respondent Demographics
Job Title or Level
Job Role
Company
OrganizationC-level
7%
VP/Senior VP17%
Director38%
Manager22%
Individual contributor
16%
Marketing88%
Corporate executive team
(CEO, President, COO, CFO) 5%
Sales 3%
Other 5%
Primarily B2B 93%
Both B2B and B2C
5%
Primarily B2C 2%
Sell both products and services
46%
Primarily sell services(10% or less revenue from products)
42%
Primarily sell products (10% or less revenue
from services)12%
% of Respondents (N=149) Source: ITSMA Agility Survey, April 2016
Methodology and Respondent Demographics
Which of the following best describes your …
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 8
13
57
5
26
7
Lessthan$50M
$50Mup to$99M
$100Mup to
$499M
$500Mup to
$999M
$1Bup to$4.9B
$5Bup to$9.9B
Respondent DemographicsIn which of the following ranges was your company’s revenue in 2015?
Which of the following best describes your organization’s industry?
Where are you physically located?
28
19
15
10
9
65
27 Other
Architecture/engineering/construction
Management consulting
Outsourcing (technology/business process)
Computer systems and solutions
Telecommunications and network systems/solutions
Accounting and other business services
Software solutions
IT professional services/consultingNorth America
67%
Europe22%
Asia/Pacific 9%
Latin America 1%Africa 1%
Methodology and Respondent Demographics
% of Respondents (N=149) Source: ITSMA Agility Survey, April 2016
ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 9
ContactContactJulie SchwartzSenior Vice President Research and Thought LeadershipITSMA [email protected]+1-407‐788‐8220
Want to learn more? Here’s what is included in the full study
http://www.itsma.com/research/accelerating-move-agile-marketing/
Slide
Executive Summary 3
Methodology and Respondent Demographics 31
Detailed Findings 40
Agility Survey Crosstabs 54