波士顿咨询：2023年敏捷市场营销报告（英文版）（9页）.pdf

1、 2023 Boston Consulting Group1Implementing agile marketing pods is a proven way for companies to increase efficiency andcollaborative decision making.But marketing organizations that have strict hierarchies or pyramidstructures oen struggle with implementation,because agile pods by nature cut across

2、 organizationalreporting lines.The good news is that organizations have numerous ways to overcome their implementationchallenges and achieve the benefits of this new way of working.In this second article in our series onagile marketing organizations,we highlight several recommendations to ease and a

3、ccelerate thetransition to agile marketing pods and away from traditional team structures.(See Exhibit 1.)Making Agile Work in MarketingAUGUST 04,2023 By Shelby Senzer,Raakhi Agrawal,Mitch Colgan,and Siwei HeREADING TIME:8 MIN 2023 Boston Consulting Group2Process and Planning:Be Selective,NotCompreh

4、ensiveAgile ways of working originated in soware development to foster better communication,collaboration,and continuous improvement when firms developed products and applications forcustomers.Today marketing organizations rely on the same principles to optimize activities such aspaid media executio

5、n.In the early stages of implementing agile marketing pods,however,theysometimes focus too intently on the official agile methodology.For example,they might include acertain“ceremony”simply because agile prescribes it,even if it may not be worthwhile for the project.By adopting a few key principles,

6、marketing organizations can capture much of the methodologysvalue and impact.Organizations should choose and customize the best combination of agile principlesthat improve speed to market or cross-functional collaboration.Implementing strict comprehensiveprograms,in contrast,oen creates teams that o