We all saw how quickly companies scrambled to become acclimated with new processes and procedures once we realized we were staring a pandemic straight in the face. Over the past five months, companies have adjusted and implemented many new digital procedures and processes. COVID has accelerated the already important need for digital transformation and agile marketing. Satya Nadella, the CEO of Microsoft, put it perfectly on a Microsoft’s earnings call saying “We’ve seen two years’ worth of digital transformation in two months.” According to the 3rd Annual State of Agile Marketing Report, 42% of marketers already had an Agile transformation in place while another 43% said they’re working on implementing one this year. In order to get things done in a timely manner, companies have broken down barriers with people and internal teams working in silos to cross-functional, agile teams. According to AgileSherpas.com, “Enterprise marketing has traditionally operated in functional silos: Digital, Demand, Brand, Corporate Communication, Field, Events etc. While relatively clear, this structure makes it harder for marketing to quickly respond to change; when work has to pass through each silo before it reaches an audience, nothing is getting out the door quickly.” Agile Marketing is especially important nowadays with our fast paced environment as opposed to traditional marketing, as outlined in the below diagram comparing the two.
With no end in sight currently with COVID, and some companies already announcing they won’t be bringing employees back till 2021 (my company being one of those) companies must continue to stay innovative and find ways to quickly collaborate and adjust from waterfall method processes.