“The journey to agile marketing can be hard. But for many marketers and agencies, it offers the opportunity to forge a better partnership.” A McKinsey survey found that more than 80% of marketing executives found the transition to agile marketing a difficult journey. Largely, adopting IT operating methodologies and engaging with third parties for measurement, platforms and publishing are creating obstacles.
The Challenges include:
· Scope of work
· Agency compensation and fee arrangements
· Operating model
· Talent and culture
· Metrics for success