Times were, the folks developing new products for your company had months, even years to ‘build’ whatever was in the pipeline. And you, as the marketing or marketing communications manager assigned to the project, had more or less the same amount of time to develop a suitably well-targeted, hard-hitting, and on-message marcom campaign to introduce said new products to the universe.
Flash forward to today, and -- whether the new product or service in question is entirely novel to your company or a next-gen version of an earlier offering – there can be no doubt the concept-to-realization timeline is far more compressed.
Credit for this new reality is shared by what one might call fundamental causes and enabling capabilities, a very few of which I’ve listed below:
Some causes of today’s compressed product development cycles
Some of the enabling capabilities that contribute to today’s compressed product development cycles
But whatever the cause or the enabler, it is clear that development of marketing programs must keep pace with, support, and (ideally) even identify and glean value from today’s accelerated product development and introduction regimens.
One way is to accomplish this is to have your marcom program mirror and participate in your product development team’s ‘agile’ process.
Step one? Understand the hallmarks of the agile process, which include:
Not only will you be joining your agile team, your marketing program is likely to be better supported internally, better informed by customer input, and more resonant as a result. (FOR MORE WAYS TO ENSURE A SPEEDY MARCOM PROGRAM, READY OUR WHITE PAPER.)
Thanks for listening.
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