As we grapple daily with the mayhem of modern marketing it may be hard to believe, but once upon a time marketing was fairly simple.
If you covered the big three – print, radio, and television – you were in pretty good shape.
In those simpler times, we could carefully craft an annual marketing plan and then execute it with little to no adjustment. Campaigns were big, and they came out infrequently. Plans were equally big, and they changed very rarely.
While those simpler days of stable plans are certainly gone, I wonder if the marketing world has evolved to keep pace. Most marketers now work in quarter-long plans and think they’re doing pretty well, but in a volatile, digital, hyper-connected world a lot can change in 90 days.
And marketing teams should be able to respond accordingly.
So let’s imagine that Team A changes their process to run in two-week iterations instead of a quarterly plan. They can now re-calibrate every fourteen days instead of every 90 days.
Compared to Team B, who’s only adjusting their plan every quarter, this team is 543% faster.
They deliver something to their audience 6x more often.*
Sounds good, right?
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