This helps deliver meaningful customer experiences.
Agile marketing teams must be formed with the idea of having the customer at the center of it. For a company that has multiple agile teams, say for lead generation, sales, retention and more, create funnel teams that are based on how a customer engages with a brand.
Persona teams could be focused on major persona categories. This allows them to develop a deeper understanding of consumer needs and a broader understanding of customer experience. Cross-functional teams could help speed up the process of delivering a campaign.
The author highlights that having such agile marketing teams would call for a company restructure. However, that isn’t the case and that the process is simply about how work can best get delivered.
[5 minute read]