At MindTree, we have always said that as a mid-size company, we can bring the “4 A’s” to our client relationships: Access, Attention, Attitude (the good kind!) and Agility. At first, I honestly felt that agility was the “throw in”, the only one of the four A’s that required explanation, or at least some level of thought. However, in recent years, I have come to appreciate the importance of being agile for our clients in an increasingly competitive industry.
As I read in a recent edition of Advertising Age, CMOs of well-known brands including Sony, Dunkin’ Brands and Hyatt Hotels, also feel that agility will play an important role in defining successful marketers in the years to come. I agree.
It used to be that CMOs were measured and compensated for their ability to build brands. But now the scope of the role has increased to include agility in better understanding the ramifications of our marketing spend within the context of the company’s priorities. Does your marketing speak the language of the rest of the organization? As a marketer do you really understand the business of your organization, and how your marketing impacts the top and bottom lines?
Why has agility become increasingly important? The answer in large part is due to more and more of our marketing budget being allocated to the digital world. In a digital environment, immediate feedback, measurement and results are a dream for CEOs and boardrooms that want to better understand the ROI of a marketer’s go-to-market strategy.
Not comfortable in this quick paced, fast changing environment? That could be a problem, because although changes aren’t permanent, change is.