Speed to market. The whole world is in a big hurry these days.
By its nature, marketing is an iterative process. You do something, you put it out into the world, you measure it and watch what happens, and you adapt. That’s still what happens, of course, but what used to happen over the course of months and even years, now happens in weeks, days, or even hours.
While that’s exciting, it’s a constant challenge — there’s less time to think and strategize because the marketplace demands constant action. That pushes marketers to be more nimble, more flexible, and more open to change. When you combine that challenge with the ever-more-integrated nature of our business, and a marketing conversation that is taking place across dozens of channels simultaneously, you’re faced with this overarching challenge. How do you make a bigger, more complicated machine work faster and with more agility? On one hand we’ve built a cruise ship, but we need it to perform like a speedboat.