How to Mobilize Your Company

Marketing Agility

Market needs are evolving at an ever-quickening pace.  Things can change overnight.

Organizational agility means everyone must be able to adapt readily.



(A) Knowing how to maximize your resources

(B) Aligning with your stakeholders

(C) Centering your business on customers

(D) Providing timely, actionable business intelligence to strengthen company flexibility

1. To center your business on customers:

  • Learn the expectations of everyone who buys or uses your offerings
  • Weave their expectations into every process
  • Align your policies and business models accordingly
  • Put customer expectations at the heart of your rituals:
    reviews, development, rewards, planning
  • Make customers' realities vibrant to your execs, employees, partners, suppliers
  • Foster decision-making that prioritizes customer well-being before other interests


2. To make business intelligence timely and actionable:

  • Stream relevant insights to each stakeholder
  • Match your timing and delivery to stakeholders' rituals
  • Develop a cadence for absorption and follow-through
  • Strengthen relationships with stakeholders
  • Assess change readiness regularly and minimize roadblocks
  • Expand perspectives through outside-in thinking
  • Adjust motivations to put customer well-being first
  • Foster collaboration to manage in alignment with the horizontal customer journey
  • Increase universality to prevent silos from the start of any assignment or endeavor


Whatever your role in Marketing is, organizational agility is essential.

  • Mastering these techniques is easier said than done!
  • Figuring it out is a never-ending battle.
  • Building your whole department's agility is even harder.

That's life as we've known it to-date.


Now, with the Marketing Future Forum:

  • Master these techniques in small bites of time, while waiting for everyday things.
  • Make mini plans for same-day application and experimentation.
  • Peers quickly see the value by seeing how the idea fits their situation.

Now you can rapidly build collective capability for organizational agility.




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