Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan


Posted on: 28 June '10

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.


Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.

  • Purely in the Indian context, I think the world is not yet that digital. Marketing needs to concentrate on the non-digital spectrum as well. Let us see how things span out in this area.
    Change is a challenge, in a good way.
    Have a nice weekend.

  • Agility is most critical, but also the toughest to have. The customer landscape is evolving in nano-seconds. Blink and you miss both the bus and the bus stop.

    For me, agility works at three levels (a) To be agile in responding to client/customer requirements. (b) To be agile in seizing the change in the customer environment and quickly creating customer value in that change (c) To be agile in foreseeing change and be part of the change itself (create the change). So when the customer arrives, we are already there to meet him. (easier said than done !)

    I guess the larger discussion would be – what hampers agility and how are organizations addressing this.

  • Richard

    As a project manager in a highly competitive sector, I can say that agility is top priority – precisely because of the strong correlation between agility and time-to-market. Business driven, “bursty” development matched with constantly changing requirements is not just a fad – it’s the template for managing the vast majority of internet-based software projects going forward. Product stakeholders whose release cycles take longer than six months will find that their competitors consistently beat them out of the gate – and will come to appreciate why the Web 2.0 model of flexible simplicity and “perpetual beta” has become a standard for Internet facing companies to follow.