Adding Agile to Your Marketing

. February 2, 2019

The Agile methodology has worked wonders for software development and an increasingly wide range of other processes. Why not for marketing, too? IBM is one major brand leading the way in applying Agile to marketing, with exceptional results — especially considering that IBM’s marketing team is over 5,000 strong, worldwide.

DAC talked with Michelle Peluso, CMO of IBM, to get the details of how the company went about implementing an Agile approach, how it’s working, and how other companies can do the same. “We’ve seen tremendous progress,” says Michelle. “Engagement overall has been moving up nicely. We know our outcomes are better, and most of all the teams themselves say they feel like they are doing the best work of their lives.”

Listen in as Michelle explains! Also check out this video: Using AI to Augment Marketing Measurement at IBM


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Category: Case Studies, Culture, Customer Experience, Decision-Making, Engagement, How-To, Innovation, Methodologies, People, ROI, Trends, Videos

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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