Recently, I chatted with a b2b marketing leader of a 25~+ sales rep company. They didn’t start the year off well but are on a profound recovery.  Let’s refer to this marketing leader as Kathy. I asked Kathy, “What have been your major challenges? And what should you have done earlier in the year?” She paused for a minute to collect her thoughts.  I was expecting to hear something about content marketing, lead generation or buyer behavior. Then surprisingly she answers, “To be disruptive”.


I say to her, “You obviously mean in a good way, please clarify”. Kathy goes on to say, “we started to turn things around by being disruptive in campaign execution.  This was a challenge in Q1.  I wish we would have done it from the start of the year. We accomplished this by adopting agile marketing.  We turn insight into action fast. We make several weekly adjustments to campaigns.  We launch quick and fine tune once live.  It’s ‘real time’ marketing.”


After this clarification, I have a moment of validation. What she said aligns perfectly to a piece of SBI’s 8th annual research report.  The research report called “How to Increase Marketing’s Contribution to 2015 Revenue”.  


In the report, it states one CMO campaign execution problem as:   “A need to execute multiple campaigns flawlessly…   Increased competition in B2B marketing has forced companies to engage in agile marketing strategies running multiple small campaigns per month. Yet most B2B marketing teams are not set up as a campaign factory.” For more insights from this report, checkout the Marketing Workshop here.


Kathy’s solution was transforming her team to be Agile in campaign execution.  This allowed her team to create more sales ready leads. How do you adopt this solution to execute across multiple campaigns? You do so by implementing the following:


  • Establish a process to launch effective demand generation campaigns at scale.
  • Iterate and improve campaigns to improve effectiveness
  • Create a repeatable process to launch successful lead nurturing campaigns so no leads fall through the cracks.
  • Build campaign KPI dashboards that report on ROI.


If you have a legacy marketing team, transforming the team is difficult.  Kathy told me that her success in transformation came in the form of coaching. You coach and develop team members to improve their skills. What happens if you don’t coach them?  The team starts executing the plan but doesn’t feel empowered to make quick decisions. The result is the team executes the initial plan and ignores critical data. The team misses the opportunity to adjust a campaign or stop it all together. The result is typically a reduced return on marketing spend.


What’s the best way to coach the team? Spend time with them and set-up a day in the life of meeting. Use this Marketing Meeting Template to facilitate an interactive process of rapid development.  Make sure you are coaching and not micro-managing. The difference between coaching and managing is huge.  Below is an illustration of the differences:




Key Takeaway

Modern day Marketing Leaders embrace agile marketing in campaign execution to make the number. The benefits are worth the extra effort to change the way you work. You may meet resistance, but you will gain in sales ready leads.  If you haven’t started, download the Marketing Meeting Template to begin facilitating the process.