Many marketers believe they could improve sales and marketing results by translating management methods originally engineered for software development into a new “Agile Marketing”. But what does that really mean in practice?
Because Contenders show up differently than Pretenders. Their profiles are different. Their digital body language is different. And when you put the right kinds of enablement programs in front of them, the way they perform is different.
It’s not that marketing has become a conversation more than a pitch, or that companies no longer control their brand message, or that customers trust peers more than manufacturers. All of that is true. But there’s something more fundamental.