Do Agile Processes Deliver Better ROI Than Integrating New Martech Tools?

Agile processes often deliver better ROI than new martech tools. Greg Kihlström, principal of The Agile Brand and advisor to companies like Adidas and Toyota, shares his expertise on implementing agile approaches to marketing technology. He emphasizes establishing good measurement frameworks before adding new tools, creating agreement on success metrics, and developing cyclical workflows that prioritize process improvements over constant technology acquisition. Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Greg Kilstrom, the Principal of the Agile Brand and the host of the Agile Brand Podcast, which helps marketing leaders implement agile approaches to marketing technology. And today Greg is going to explain how you can apply agile principles to get more value from your martech stack. All right, Greg, I want to move on to our lightning round where we're going to ask a series of martech and agility-related questions. Are you ready?

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  Yeah, I'm ready.

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  All right, here we go. Do agile processes deliver better ROI than integrating new martech tools?

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  Tools come and go, but processes and ways of working are hopefully here to stay.

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  It's a little chicken or the egg, right? If you have great process, you can kind of get around having bad tools. But if you don't have the right tooling, probably doesn't matter what processes you have. There are some basic table stakes that you need. When you think about the martech stack and you're thinking about what is necessary basically to have success, felt agile principles, are there any common threads you think are necessary?

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  I think you need good measurement and you need agreements on those measures of success.

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  Yeah, I think starting with fundamentally having good data, a single source of truth, something that's unified, being able to go through some sort of operational flow and deliver and then getting the measurement. And to me, that sounds very much like the entire agile process where you're going end to end and building this workflow and then measurement and then evaluation and then change. There's a cyclical nature to the connection between having the right process and using the right tools to drive business results.

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  Yeah, absolutely.

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  All right. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Greg Kelstrom, the principal at The Agile Brand and the host of The Agile Brand Podcast. If you'd like to get in touch with Greg, you can find a link to his LinkedIn profile in our show notes, or you could visit martechpod.com. Of course, you could visit his company's website, which is theagilebrand.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube next week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.