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

http://www.itsma.com/

http://www.itsma.com/research/fueling-account-based-marketing-fire/


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



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’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



The study also provides case studies examples and lessons learned from:

Source: ITSMA Agility Survey, April 2016



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/


http://www.agilemarketing.net/what-is-agile-marketing/


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


Which of the following best describes your …



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%


% of Respondents (N=149) Source: ITSMA Agility Survey, April 2016



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


http://www.itsma.com/research/fueling-account-based-marketing-fire/

http://www.itsma.com/research/accelerating-move-agile-marketing/