What do you think about agile marketing? This interesting article looks at how agile marketing in practice can be seen to replace the need for longer term and more strategic plans. I am interested in how this applies to ABM. ABM is a strategic planning process as we know, however with rapid disruption, rife in almost every industry, there is a need to adapt our marketing quickly to customers changing needs. Otherwise we are in danger of becoming irrelevant.
The issue with agile, in a nutshell, is that it very much plays into the current short-termism that plagues modern marketing