The Current State of Marketing AgilityJoint market research between

Teradata Marketing Applications and Forbes Insights

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Forbes Insights and Teradata Marketing Applications recently conducted a global survey of more than 300 marketing leaders in major enterprises (i.e., fi nancial services, healthcare and medicine, insurance, retail, and technology) with $501M+ in annual revenues.

The goal of the study was to discover the role of Individualised Marketing in business today and to defi ne how marketing agility can help build stronger customer connections.

Survey Background and Methodology

Introduction

Today’s hyper-distracted digital environment creates

a great deal of marketing chaos. Customers are now

in control of their own marketing experiences, and

they have high expectations of their favorite brands.

Marketers who are able to keep customers at the

forefront of all their marketing activities – while

gaining a true understanding of their habits and

pain points – are the ones best positioned to create

strong, individualised, and agile connections.

One of the key components of Individualised

Marketing – building experiences with an individual

on her channel of choice in a consistent, dynamic,

and engaging way – is marketing agility, the ability

to quickly adapt or refocus efforts in response to

changes in customer behaviour, market conditions,

and business direction to benefi t market share or

share of wallet.

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of marketers believe they are already fully agile, there are far

more marketers...

of marketers envision incorporating more agile marketing into their

organisation over the next year

...who have not fully adopted agile marketing.

Battling bureaucracy

Proving the ROI of agile marketing

of respondents say “technology” is the most critical

factor to the success of agile marketing

Addressing budgetary issues

of repondents consider “process/organisation” to

be the most critical factor

38%

89%

62%

42%

40%

45%

31%

33%

Some of the top challenges marketers face in their attempts to become an agile organisation include:

The heart of marketing agility is about marketing

organisations streamlining collaboration and

effi ciency while simultaneously fi ne-tuning

performance and optimisation, including the

execution of these key initiatives:

• Centralising the management of all

marketing programs

• Aligning marketing activities to budgets and

spending accounts

Marketing agility includes both technology and process considerations. Although both

components – technology and process – must come together to create a truly agile organisation.

Recognising the benefi ts of becoming a truly agile organisation, approximately nine out of 10

The Current State of Marketing Agility

• Developing reusable process workfl ows

• Responding at the speed of the customer

• Adjusting campaign execution based on

analytical insights

• Improving marketing performance by employing

proven strategies for success

• Remaining agile throughout a campaign so

changes can be made in real time

So, how do marketers address these challenges and ensure disparate groups are working together more effectively? By implementing consistent processes and tools for planning, collaboration, and performance. When technology and process align, innovative marketers are able to break down the silos that exist within their organisation and take action on the integrated marketing insights they’ve revealed in order to improve marketing agility and overall results.

Consider, for example, an organisation that produces marketing materials in-house as well as with external agencies. Without a collaborative process and technology that helps automate reviews and approvals, re-work, duplication, and frustration are inevitable. By ensuring all contributors have visibility into the same data insights and access to the same technology, approved assets can be developed, repeatable workfl ows can be established, and in-campaign course corrections can be made to ensure the most successful results.

have successfully achieved that milestone.

And product/brand marketers report their top

measure for marketing agility as “fewer layers of

marketing approval”

Without visibility into – and the ability to make in-campaign adjustments to – marketing resources, both marketing costs and missed opportunities increase.

The fi rst roadblock to marketing agility is that

less than half

of marketing operations or fi nance professionals have

implemented a planning and spend management system.

of them have achieved it. In the same vein, marketing

communications professionals’ top measures for agile marketing is “higher metrics and KPIs” but

have reported achieving that goal.

Although marketing operations and fi nance

professionals’ top criteria for agile marketing

is “increased customer response,” only

46%

11%

9%

0%

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There are three primary operations considerations in agile marketing, including:

1 Planning & Spend Management

The ability to fully access limited marketing resources so marketers can get the most ROI from their marketing initiatives.

2  Workfl ow & Collaboration Management

The ability to prioritise and execute all incoming marketing requests with pre-established, reusable workfl ows.

3 Marketing Asset Management 

The ability to design, edit, produce, and deliver creative assets that consistently and automatically invoke executive, marketing, and legal approval mechanisms.

How Do Marketers Stack Up?

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Teradata Marketing Applications is a trusted

partner in helping enterprise global marketing

organisations in retail, travel, entertainment,

healthcare, pharma, telecommunications, and other

industries become more agile, increase effi ciency,

and improve productivity.

For 14 years running, we’ve been recognised as

a leader in the Marketing Resource Management

space with leading solutions and services that enable

marketers to:

• Streamline organisational workfl ows

• Increase marketing collaboration and transparency

• Utilise fl exible cloud-based and on-premise

deployment options

• Increase marketing agility and effi ciency

With our leading technology, marketers achieve

more fl uid processes and higher quality output,

all fueled by a more effi cient, more productive

team. In fact, our Marketing Resource Management

customers have:

• Reduced operational costs by up to 45%

• Achieved 20% increase in campaign response

• Launched revenue-generating campaigns

50% faster

• Saved 20% of budget by cutting misaligned spend

With our leading marketing operations management

platform, Teradata Marketing Applications helps

marketers become better aligned, more effi cient, and

highly agile, resulting in more successful campaigns,

stronger customer connections, and a boost to the

bottom line.

Your Trusted Partner in Enabling Marketing Agility

To learn more about the benefi ts of becoming an agile marketer, and to understand why personalisation is out and individualisation is in, download the Forbes Survey Highlights on our website.

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