UNIT-5

Customer Relationship Management (CRM)

Customer Relationship Management (CRM) is to create a competitive advantage by being the

best at understanding, communicating, delivering, and developing existing customer
relationships, in addition to creating and keeping new customers.

Customer Relationship Management (CRM) is a management approach that seeks to create,

develop and enhance relationships with carefully targeted customers in order to maximize
customer value, corporate profitability and thus shareholders‟ value. Managing relationship with
the customers has been of importance since last many centuries, but with invent of information
technology a new discipline in name of CRM has emerged. The CRM is primarily concerned
with utilizing information technology to implement relationship marketing strategies. The
emergence of CRM is a consequence of a number of trends like shift in business focus from
transactional to relationship marketing, transition in structuring organizations on a strategic basis
from functions to processes, and acceptance of the need for trade-off between delivering and
extracting customer value. The greater utilization of technology in managing and maximizing
value of information has also led to modern shape of CRM.

Customer relationship management (CRM) is the combination of practices, strategies and

technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle. The goal is to improve customer service relationships and
assist in customer retention and drive sales growth. CRM systems compile customer data across
different channels, or points of contact, between the customer and the company, which could
include the company's website, telephone, live chat, direct mail, marketing materials and social
networks. CRM systems can also give customer-facing staff members detailed information on
customers' personal information, purchase history, buying preferences and concerns.

Components of CRM
At the most basic level, CRM software consolidates customer information and documents it into
a single CRM database so business users can more easily access and manage it.

Over time, many additional functions have been added to CRM systems to make them more
useful. Some of these functions include recording various customer interactions over email,
phone, social media or other channels; depending on system capabilities, automating various
workflow automation processes, such as tasks, calendars and alerts; and giving managers the
ability to track performance and productivity based on information logged within the system.

 Marketing automation. CRM tools with marketing automation capabilities can automate
repetitive tasks to enhance marketing efforts at different points in the lifecycle for lead
 generation. For example, as sales prospects come into the system, it might automatically send
email marketing content, with the goal of turning a sales lead into a full-fledged customer.
 Sales force automation. Sales force automation tools track customer interactions and
automate certain business functions of the sales cycle that are necessary to follow leads,
obtain new customers and build customer loyalty.
 Contact center automation. Designed to reduce tedious aspects of a contact center agent's
job, contact center automation might include prerecorded audio that assists in customer
problem-solving and information dissemination. Various software tools that integrate with
the agent's desktop tools can handle customer requests in order to cut down on the length of
calls and to simplify customer service processes. Automated contact center tools, such
as chatbots, can improve customer user experiences.
 Geolocation technology, or location-based services. Some CRM systems include
technology that can create geographic marketing campaigns based on customers' physical
locations, sometimes integrating with popular location-based GPS (global positioning
system) apps. Geolocation technology can also be used as a networking or contact
management tool in order to find sales prospects based on a location.
 Workflow automation. CRM systems help businesses optimize processes by streamlining
mundane workloads, enabling employees to focus on creative and more high-level tasks.
 Lead management. Sales leads can be tracked through CRM, enabling sales teams to input,
track and analyze data for leads in one place.
 Human resource management (HRM). CRM systems help track employee information,
such as contact information, performance reviews and benefits within a company. This
enables the HR department to more effectively manage the internal workforce.
 Analytics. Analytics in CRM help create better customer satisfaction rates by analyzing user
data and helping create targeted marketing campaigns.
 Artificial intelligence. AI technologies, such as Salesforce Einstein, have been built
into CRM platforms to automate repetitive tasks, identify customer-buying patterns to predict
future customer behaviors and more.
 Project management. Some CRM systems include features to help users keep track of client
project details such as objectives, strategic alignment, processes, risk management and
progress.
 Integration with other software. Many CRM systems can integrate with other software,
such as call center and enterprise resource planning (ERP) systems.
Why CRM benefits businesses
The use of CRM systems can benefit organizations ranging from small businesses to large
corporations, through:

 Having customer information such as past purchases and interaction history easily
accessible can help customer support representatives provide better and faster customer
service.
 Collection of and access to customer data can help businesses identify trends and insights
about their customers through reporting and visualization features.
 Automation of menial, but necessary, sales funnel and customer support tasks.
CRM System is always important for an organization.

1. A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to
foresee customer needs effectively and increase business.
2. CRM contains each and every bit of details of a customer, hence it is very easy for track a
customer accordingly and can be used to determine which customer can be profitable and
which not.
3. In CRM system, customers are grouped according to different aspects according to the
type of business they do or according to physical location and are allocated to different
customer managers often called as account managers. This helps in focusing and
concentrating on each and every customer separately.
4. A CRM system is not only used to deal with the existing customers but is also useful in
acquiring new customers. The process first starts with identifying a customer and
maintaining all the corresponding details into the CRM system which is also called an
„Opportunity of Business‟. The Sales and Field representatives then try getting business
out of these customers by sophistically following up with them and converting them into
a winning deal. All this is very easily and efficiently done by an integrated CRM system.
5. The strongest aspect of Customer Relationship Management is that it is very cost-
effective. The advantage of decently implemented CRM system is that there is very less
need of paper and manual work which requires lesser staff to manage and lesser resources
to deal with. The technologies used in implementing a CRM system are also very cheap
and smooth as compared to the traditional way of business.
6. All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
7. Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business
which ultimately enhances turnover and profit.
8. If the customer is satisfied they will always be loyal to you and will remain in business
forever resulting in increasing customer base and ultimately enhancing net growth of
business.

In today‟s commercial world, practice of dealing with existing customers and thriving business
by getting more customers into loop is predominant and is mere a dilemma. Installing a CRM
system can definitely improve the situation and help in challenging the new ways of marketing
and business in an efficient manner. Hence in the era of business every organization should be
recommended to have a full-fledged CRM system to cope up with all the business needs.

Relationship Marketing
Definition: The Relationship Marketing refers to the activities undertaken by the firm to
establish and maintain the profitability and the long-term relationship with the customers.
The Relationship marketing differs from the Traditional marketing in the sense that the former
rely heavily on the customer retention and their satisfaction, that results in the long term
relationship and the repeated sales, whereas, the latter emphasized majorly on customer
acquisition and one-time sales without giving much importance to building relationships.

Nowadays companies have adopted the customized marketing strategies rather than the mass
marketing program. Providing exactly what customers want and maintaining a proper
communication with them increases the satisfaction level of the customers.

E.g. The Dominos emphasizes on relationship marketing by making the feedback calls to the
customers, to know about the quality of their pizza, once delivered.

Benefits of Relationship Marketing

1. The Relationship Marketing ensures the long-term retention of the customer. When the
company focuses on increasing the customer satisfaction by providing exactly what the
customer wants, then the customer is likely to stay longer with the brand.
2. The word of mouth plays a crucial role in marketing the product or services. When the
customer is satisfied with the brand, he will definitely refer it to his family, friends, peers and
colleagues. This will ultimately lead to the increase in the revenue and the customer base of
the firm.
3. Once the strong relationship is formed with the customer, then even the rise in the price of a
product due to the change in the economic conditions, won‟t have a much effect on customer
purchase. Thus, the relationship marketing helps in retaining the customer even in the worst
economic conditions.
4. When the customer shares a healthy relationship and is happy with the brand, will readily
give its valuable feedback for the firm‟s new product or service launched in the market.
 5. The companies can gain the competitive edge over the other competitors by offering a more
personal touch to the customers. This can be achieved if the company is,

 Honest and keep an open line of communication

 Maintains a proper feedback channel
 Provides an efficient service support
 Interacts with customers online via social media.
 Monitors the image of the brand online and respond accordingly.
The relationship marketing is the main component of the Customer Relationship Management
that focuses on creating the loyalty and long-term customer engagement with the brand rather
than focusing on attaining the short term goal of customer acquisition and sales.

Difference between Relationship Marketing and Relationship Management

In general, relationship marketing is a sales and marketing method, while the CRM concept
refers to the software and processes used to manage the marketing methods. Relationship
marketing is implemented as a strategy and includes activities such as identifying long-term
sales and retention goals, public relations, marketing and advertising campaigns. The use of
customer relationship management includes the operational tasks that support the relationship
marketing strategy. Activities may include gathering data about the customers, then organizing
and analyzing it to create target customer profiles. CRM data is also effective in finding
opportunities to create special offers to reward long-time customers for their loyalty, further
building the relationship.

Global marketing
Globalization means integrating the economy of a country with the Global/World Economy. It
means our economy is open to foreign direct investment by providing facilities to foreign
companies to invest in different fields of Indian industry/commerce. MNCs have freedom to
import foreign capital.

Global marketing involves planning, producing, placing, and promoting a business’

products or services in the worldwide market.

Global Marketing Concept is the overall marketing framework which an international enterprise
adopts to design, introduce, distribute, promote and maintain its products in the global arena.
Dimensions of the global marketing concept include the product design, the nature of packaging
and labeling, the choice of a brand name, the presence or absence of warranty, the advertising
strategy in each country, and the after-sales service support.

For each dimension, the international enterprise must choose the degree of standardization and
customization. For example, whether the advertising strategy will include a standardized
advertisement in all countries or customized advertisements for each country.

Global marketing is basically the beginning, middle, and end of how a business organizes,
creates, positions, and advertises its products and services on a global scale. Giant
corporations have always had their hands in global marketing through having operations,
representatives, and employees in other countries.

Through social media platforms, websites, and other online tools, small businesses can also
participate in the process of global marketing.

As per Prof M.V. Kulkarni “Global marketing involves identifying needs, wants and
demand of global customers and making the products/services available to them either
through own manufacturing or outsourcing and distributing the product/service at the
places convenient for consuming.”
Global Marketing is the process of conceptualizing and then conveying a final product or service
worldwide with the hopes of reaching the international marketing community. Proper global
marketing has the ability to catapult a company to the next level, if they do it correctly. Different
strategies are implemented based on the region the company is marketing to. Global marketing is
especially important to companies that provide products or services that have a universal demand
such as automobiles and food.
There is significantly more to global marketing than simply selling goods and services
internationally. It is the process of conceptualizing and subsequently conveying a final product or
service globally. The company aims to reach the international marketing community.

Global Marketing – Features

The basic principles and techniques of marketing are the same in domestic and global marketing.
Global markets have special features which have to be considered while preparing global
marketing strategies.
1. Multiple currencies differing in stability and real value.
2. Diverse, changing policies and procedures.
3. Political factors play a major role.
4. Exchange controls and tariffs obstacles.
5. Payment and credit risks
6. Changing business environments.
7. Markets are diverse and fragmented.
8. Marketing research is expensive and many not give accurate information.
9. Many languages, many nations and many cultures
10. Government influence on business decisions

Why is Global Marketing Important?

 It gives businesses new opportunities to create new streams of income
 Raises brand familiarity and reputation
 Its gives businesses the opportunity to gain new knowledge about their products in order
to adjust for better quality service

What is Global Marketing Strategy?

The planning part of a business trying to grow into new markets around the world is a global
marketing strategy. When entering various international markets, a business must be mindful of
how they will approach marketing (public relations, promotion, channels, etc.) in countries with
different values, cultures, and even languages.
For instance, if you have an American-based company trying to sell products in China, you must
gage how to reach that particular audience.
Strategies for a Successful Global Marketing

Establish a popular and well-recognized brand and image

When a business is successful and popular in their native country, curiosity arises in other
countries from foreigners willing to try out their products
Use a unified approach to marketing across borders
Utilize a marketing strategy for your business as if there were no global boundaries to better
analyze engagement with content from country to country
Make a marketing plan
Investigate goals/benchmarks of a business and the needs/wants of the region within the global
market, then create a marketing plan based on research collected
Adjust your approach
Just a because a marketing strategy was a success in a business‟ native country does not mean
that it will translate well in another country with different values, culture, and language

Personalize promotions
Be mindful of language differences, cultural practices, and observances (i.e. holidays and events)
when advertising a product or service to a foreign audience
Tailor your products based on where they are sold
Fast food juggernaut McDonald‟s provides cultural food staples (i.e. poutine in Canada and
Crock Brie in Italy) based on the localization of every franchise
Are your services or products in any way culturally offensive?
Is your business following foreign government rules and regulations?
Is your business brand/trademark unique to the country in which services are provided?
Keeping branding in mind
A business must ensure that anything from the company name to the logo that they use is not
similar to other business in the area, that their branding is easily translatable in a different
language, and that it is familiar
Specify your message based on location
Different people have different wants/needs, and this is especially true for people that live and
different countries. A business must make sure that their promotions speak to their customers,
whether native or foreign
Bring an in-country marketer on your team
As the saying goes, “When in Rome, do as the Romans do.” But, no one knows Rome like an
actual Roman. When tailoring your marketing strategy to foreign countries, hiring a native from
those countries ensures better communication that translates to the people that a business is
trying to reach.
Utilize the correct technology and software
If the most popular social media platform in a foreign country is Twitter, then it is imperative for
a business to structure its global marketing strategy around the use of that platform to reach its
desired audience
Take advantage of available data
Growth in the modern digital landscape has allowed for businesses to be more creative in how
they reach potential customers through marketing campaigns online

Development of Global Marketing Campaign

Product
Is a company‟s product sellable across all global markets or does it need to be changed
depending on regional traditions and tastes?
Price
Do prices need to be changed because of competition already in the foreign market?
Placement
How do foreign customers choose and purchase their products?
Advertising
Does a company‟s message easy to understand across all cultures? Are there any
misunderstandings based on language, culture, and/or value differences?
What kinds of Customers does Global Marketing Reach?
Targeting and reaching out to customers on a global scale requires a business to have various
profiles instead of just one distinct profile. Every country analyzed will have different types of
consumers with different types of needs. That is why global marketing campaigns must be
flexible and adjustable across all borders.
Benefits of Global Marketing
Increase the quality of a product or service
When a business expands into a new market, they gain more knowledge. With analytical tools,
they acquire knowledge at a faster pace, which leads to a higher quality of service or products
that are available for customers.
The familiarity of brand image
Think about why companies like McDonald‟s and Starbucks are known all around the world
Raised knowledge about your brand
If your business not only has ads on social media platforms but also commercials that air all
around the world (tailored from country to country) there is an increased chance of gaining a
global customer base.
Lesser costs, more savings
By establishing a brand in other global markets, a business can acquire more consumers and get
them familiarized with the brand to a point where the marketing does itself (recommendations,
social media posts, etc.). Plus, by taking advantage of social media, businesses use less money
for promotions.
Reach a wider target audience
Being on top of the American market is nothing to sneeze at, but thanks to modern innovations
(the internet) it is easier than ever before to connect with the foreign market to increase a
businesses‟ customer base.
Gain the upper hand on your competitors
Everyone knows that McDonald‟s is a dominant global powerhouse compared to Whataburger
due to its reach in the global market, especially in China.
Gain relationships across borders
Not only can a business form a relationship or even partnerships within their native countries
(i.e. Coca-Cola and McDonald‟s), but they can also establish alliances with foreign corporations
to sharpen their edge within the global market.
Helps form relationship outside of the “political arena”
Certain might not be able to link up in their native countries due to conflicts of interests,
however, in another country, those constraints might not be there.
Helps to manifest good strategies faster in a more efficient way
Thanks to digital innovations, businesses can implement global strategies with at a faster rate
than reaches more people.
Reveals the advantages of e-Marketing vs traditional marketing
In the age of social media posts and images with the use of social media, e-Marketing is king.
Influence and scope
The more global impact that a company has the more cultural influence and power that they
have, which also increases the sizes of their operations.
Challenges in Global Marketing
No market, no sale
An American burger joint might not be able to establish itself in a country like India because
cows are considered sacred animals in their culture. They would have to adjust their menu to be
more plant-based.

More financial risk

A business trying to cross over into a global market is a risky task due to having to adapt their
marketing strategy (which costs money) to places with differing values, cultures, and languages
with could fail.

The rules are different

Not only does a business entering into a foreign market have to deal with language and cultural
barriers, but they also have to deal with following the rules of foreign governments.

Global Marketing Examples

Coca-Cola
The iconic American brand put 650 clean water devices in the country of Egypt and gave food to
children during Ramadan in the Middle East. This helped to establish its brand message of
“Happiness” to foreign regions.
Domino’s
Depending on where you live, Domino‟s has menu items (including toppings, sauces, bread, and
cheeses) that are available for various global markets. For instance, in Asia, Domino‟s offers a
variety of seafood options for toppings.

Dunkin’ Donuts
Dunkin‟ Donuts offers menu items to satisfy global tastes, like dry pork and seaweed donuts in
China and Mango Chocolate donuts in Lebanon. These offerings are available in over 30
countries.

McDonald’s
This iconic American institution offers menu items based on global tastes. In Mexico, they serve
a green chili cheeseburger and in the Middle East, there is a menu item called the McArabia, a
flatbread sandwich.

Nike
Through sponsorships based on the type of sport in various countries, Nike has established itself
throughout the years as a popular global brand. In Latin America, where soccer is the top sport,
their most paid sponsors are soccer players, whereas in America it is more likely to be basketball
players getting those top sponsorships.

Red Bull
The energy drink company helps to establish its global brand by hosting extreme sports
competitions around the world. The Red Bull Air Race in the U.K. and the Red Bull Soapbox
Race in Jordan are just some of the events the Red Bull has hosted.

Global Marketing Issues

Being vague in the targeting of specific countries

Lack of research on internal information
No adjustments of products sales and social media platform use
No changes in products or service
Having no local teams or in-country marketer
Having no knowledge of the global management of services

Difference between Global Marketing and International Marketing

Global Marketing International Marketing

The whole world is a marketplace Country specific marketing
All products are the same globally Targets local markets only
(Example) Apple: The same products all (Example) McDonald‟s: Has specific menu items to blend
over the world into local markets

Final Thoughts

Expanding a business into global marketing is no easy feat. It requires a lot of planning,
preparation, and research. But it is easier than ever before thanks to digital innovations that allow
companies to analyze consumers, where they are located, and what they buy on a global scale.
Innovations in transportation also allow companies to distribute goods across the world
effortlessly. Global marketing is the move of the future for businesses looking to grow and
increase in value.

Global P’s of Marketing

PLAN Strategy before execution

PRODUCE Create content that matters

PROMOTE Distribute content in the digital era

PERFECT Measure and optimize to drive the maximum impact.

1. Plan-: Continuously optimize and measure the impact of content marketing as part of an
ongoing feedback loop. Define goals and use tools and processes to maximize the
effectiveness of content production and content syndication. This step‟s goal is to
improve the previous 3 P‟s: Plan, Produce and Promote.

2. Produce-: Establish a market-driven content distribution process with paid and social
media. Publish the appropriate formats of content with the optimal frequency in targeted
 channels. Use tools and data to optimize the media buy and social media content
distribution.

3. Promote-: Develop relevant stories that meet identified countries‟ needs with different
formats based on strategic editorial topics that address the target audience‟s pain points,
desires.

4. Perfect -:Collaborate with relevant stakeholders on regional and country teams to create a
global content marketing strategy that aligns target audiences, key success metrics,
priority countries, and strategic editorial topics with your business objectives.

Green marketing
Our planet is facing a lot of threats such as air and water pollution, food waste, plastic pollution,
and deforestation. Chemicals manufactured by factories can be found anywhere, and that is why
many companies consider producing their goods in a more environmentally friendly manner.
Moreover, the level of ecological awareness among consumers is increasing, and people are
eager to purchase eco-friendly products despite their higher prices.

Green marketing is developing and selling environmentally friendly goods or services. It

helps improve credibility, enter a new audience segment, and stand out among competitors
as more and more people become environmentally conscious.

Green marketing is the marketing of environmentally friendly products and services. It is

becoming more popular as more people become concerned with environmental issues and decide
that they want to spend their money in a way that is kinder to the planet.

Green marketing can involve a number of different things, such as creating an eco-friendly
product, using eco-friendly packaging, adopting sustainable business practices, or focusing
marketing efforts on messages that communicate a product‟s green benefits.

This type of marketing can be more expensive, but it can also be profitable due to the increasing
demand. For example, products made locally in North America tend to be more expensive than
those made overseas using cheap labor, but they have a much smaller carbon footprint because
they don‟t have to fly across the globe to get here. For some consumers and business owners, the
environmental benefit outweighs the price difference.

LOHAS

Consumers who prefer to purchase green products even though they might be more expensive
fall into the „LOHAS‟ category. LOHAS stands for Lifestyles of Health and Sustainability.
According to Wikipedia:

“LOHAS describes an integrated, rapidly growing market for goods and services that appeal to
consumers whose sense of environmental and social responsibility influences their purchase
decisions.”
These consumers are active supporters of environmental health and are the heaviest purchasers
of green and socially responsible products. They also have the power to influence other
consumers.

With green marketing, companies have an excellent opportunity to change our planet for the
better and support people who are aware of the situation to help the environment. By creating
sustainable products, companies want to reduce the negative impact of waste products on our
nature. Going green enables you to win the trust and loyalty of your customers. It helps you:

 stand out in the increasingly competitive environment;

 reduce the negative impact of production on the environment;
 save energy, reduce the use of natural resources and carbon footprint;
 produce recyclable products;
 improve your credibility;
 enter a new audience segment;
 ensure long-term growth;
 implement innovations;
 obtain a higher revenue.

Green Marketing Ideas

Beyond making an environmentally friendly product, business owners can do other things
as part of their green marketing efforts. The following can all be part of a green
marketing strategy.

1. Use recycled materials

2. Consider using bulk email service
3. Upgrade your equipment and vehicles
4. Highlight that your company is eco-friendly
5. Invest in social media marketing
6. Support environmental initiatives
7. Using eco-friendly paper and inks for print marketing materials
8. Skipping the printed materials altogether and option for electronic marketing
9. Having a recycling program and responsible waste disposal practices
10. Using eco-friendly product packaging
11. Using efficient packing and shipping methods
12. Using eco-friendly power sources
13. Taking steps to offset environmental impact
Agile marketing

Agile is defined as the ability to move quickly and easily. If you translate this concept to
software development, Agile is the ability to coordinate a project while being able to react
quickly to changes in your environment, keep risks to a minimum and quickly reach your
objectives.

Agile is all about long-term return. Agile methodologies will help the company have higher
product quality, higher customer satisfaction, better project control, reduced risks and in fine a
better ROI.

Agile measures success mainly through customer satisfaction, which is known through frequent
releases of working parts of the product, built buy a small cross-functional team.

Agile marketing is the application of agile values and principles to manage the way a marketing
team gets work done. At its core, an agile approach values flexibility, iteration, and speed. It
enables you to quickly learn what does and does not work, so you can incrementally improve the
results of your marketing

Where does agile marketing come from

Agile refers to a collection of software development methodologies. It describes an approach to

developing software in which teams work in short increments with frequent release cycles.
The Agile Manifesto, published by a group of software developers in 2001, lays out four core
values:

Individuals and interactions over processes and tools .Working software over comprehensive
documentation. Customer collaboration over contract negotiation. Responding to change over
following a plan

For marketing teams specifically, this has meant a heightened focus on experimentation,
teamwork, data, and continuously delivering value to customers. Instead of engaging in rigid and
long-term planning, agile marketing teams are embracing flexibility and change. They frequently
analyze data to learn more about customer desires and improve their campaigns.

The main methodologies that marketing teams use to follow agile values and principles are:

Scrum (How to fulfill changes easily)

It is the most popular agile methodology for software teams. Applied to marketing, it means that
teams have a backlog of activities they are trying to accomplish during a set period of time. They
prioritize these activities and break the marketing work into manageable chunks that can be
completed in a time-boxed period (called a sprint) of two to four weeks. The goal is to use
timeboxing to iterate on campaigns and incrementally deliver value to customers . Teams may
also hold daily meetings or have regular reviews and retrospectives to assess progress and define
what marketing work should be completed next.

Kanban
Marketing teams that follow this pull work flow strategy are able to easily visualize their work
and optimize the flow of tasks through the different stages — to do, work in progress, and
 completed. For example, a kanban board can be useful for a content marketing team to see what
needs to be done and identify any bottlenecks along the way. As each piece of content moves
from idea to draft to review, everyone can see the status. The goal is to limit the number of work-
in-progress items to a manageable amount in order to increase output. This ensures that work is
continuously flowing through each stage and quickly reaching completion.
There are several steps to follow that will help you change the processes in your
organisation:
1. Sense of urgency
An evolving market with increased competitor‟s pressure, will bring you evidence that it‟s time
to change faster. Define and create a bunch of evidences and be able to communicate them. The
important point is to create an urgency around why the change is needed.
2. Vision of change
Establish a vision : what should it look like and what do we want to achieve with this
transformation. The vision will help to create a strategy for achieving change.
3. Communicate about the vision
You need to create positive awareness about the project. The vision is strongly positive, your
collaborators will adhere to it. Go beyond the words and build the perfect software without
waste. If your collaborators are not convinced by the words in your vision, they will be now
4. Create short-term wins
Use the power of the virtuous cycle: winning motivates people towards new wins, and makes
the process go even better. Create a first wave of short-term wins to get people‟s motivation.
5. Consolidate wins
Keep going, keep pushing and recognize the team that made the improvements by supporting the
effort they made to make it possible and reinforce good behaviours they are doing.

Agile vs. traditional marketing

A set of guiding values for agile marketing has emerged. Here is an overview of the differences
between agile and traditional marketing:

Agile marketing Traditional marketing

Define goals Set customer-centric goals that focus on Set business-centric goals that
customer engagement and growth. focus on KPIs such as scope,
schedule, and budget.
Set strategic themes Themes guide the activities needed to Instead of thinking in terms of
accomplish the marketing goals and reach broad themes, tie marketing
the target audience. initiatives to specific projects.
Understand customer Continually explore to understand which Capture marketing requirements
needs channels and messages resonate with target upfront.
customers.
Build the marketing Plan programs, campaigns, and activities in Create an annual marketing plan
roadmap quarterly, monthly, or bi-weekly cycles with with a long-term commitment to
the flexibility to adjust the roadmap. deliver specific programs and
campaigns on a set timeline.
Prioritize work Regularly reprioritize to respond to changing Decide which projects to prioritize
customer and market needs. upfront and adhere to a fixed
schedule.
Measure impact Measure campaign progress as you go and Plan a campaign with a set budget
adapt your plans to see if you can improve and estimate the revenue you
the results. If something is not working, stop expect from that campaign. Then
and change course. let it run and use the results to
inform your next big campaign.

What an Agile marketing department can do

By following the methods established by developers (with our own twists, of course), marketers
can open up entirely new ways to reach audiences and goals.
Agile marketing allows marketers to:
1. Respond quickly to changes in the market
2. Produce rapid campaigns that can be tested and optimized over time
3. Try lots of things and repeat the ones that succeed
4. Use input from other departments to augment marketing efforts
5. Justify choices in campaigns and projects with hard data
6. Collaborate with team members to prevent a tunnel-vision approach to marketing