Woolley Marketing: Are you agile or not?
It’s a recommendation, rather than a religion, suggests Trinity P3 founder and global CEO Darren Woolley.
There are always new business trends (or fads) coming along: Six Sigma, matrix management, business process re-engineering and of course, agile. Like all corporate fads it has its gurus, disciples and devoted followers, who zealously proclaim its application and advantages.
They preach from the technology transformation pulpit, using their own unique language of tribes, squads and sprints, often leaving their audiences feeling they are missing out on the latest trend that will catapult their organisations into the productivity and performance stratosphere.
Marketing is definitely not immune. Marketers increasingly find themselves in organisations that have embraced agile as an operating model and are left to navigate how to make marketing deliver the promised benefits. This is especially acute for marketers in software and engineering based companies. But the agile gospel and its devotees are also taking over financial services and telecommunications companies too.
