{"id":77587,"date":"2019-08-01T09:05:36","date_gmt":"2019-08-01T13:05:36","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/agile-marketing-teams-should-be-organized-around-the-customer\/"},"modified":"2023-09-14T05:39:36","modified_gmt":"2023-09-14T09:39:36","slug":"agile-marketing-teams-should-be-organized-around-the-customer","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/","title":{"rendered":"Agile Marketing Teams Should be Organized Around the Customer"},"content":{"rendered":"<p class=\"p1\">As <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-identify-the-right-digital-marketing-channels-for-your-business\/\">digital marketing channels<\/a> have proliferated over the years, marketers have become ever more specialized. We\u2019ve been encouraged to pick our lane and stay there, because no two functions are the same.<\/p>\n<p class=\"p1\">Email isn\u2019t like social, which isn\u2019t like content or automation.<\/p>\n<p class=\"p1\">The skills you need to optimize for organic search aren\u2019t the same ones you need to create high performing videos.<\/p>\n<p class=\"p1\">My digital advertising chops don\u2019t automatically mean I can design a landing page.<\/p>\n<p class=\"p1\">The list goes on and on.<\/p>\n<p class=\"p1\">This trend is cool in a lot of ways, because it\u2019s welcomed people with a wide variety of capabilities into the marketing profession. It\u2019s made us more self sufficient and allowed us to become true experts in our functions.<\/p>\n<p class=\"p1\">Unfortunately it\u2019s also created internal silos, disjointed customer experiences, and stunted marketing careers.<\/p>\n<p class=\"p1\">In place of all that, I propose that we center our marketing departments around the people we\u2019re supposed to be working for: the customers.<\/p>\n<p class=\"p1\">It\u2019s the <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/agile-marketing-everything-need-know\/\">Agile thing to do<\/a>, and it\u2019s going to solve a lot of our problems in the process.<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>The old way of marketing as a function isn&#8217;t delivering value to customers anymore.<\/em><\/li>\n<li><em>Agile teams can prioritize marketing tasks, based on their usefulness to the audience.<\/em><\/li>\n<li><em>Agile marketing teams will automatically organize themselves around the customer, doing what&#8217;s best for them.<\/em><\/li>\n<\/ul>\n<h3 class=\"p1\"><b>Functional Silo Fails<\/b><\/h3>\n<p class=\"p1\">In a channel-centric world there\u2019s little incentive to collaborate. This means there\u2019s also little opportunity to make sure we\u2019re sharing resources or reusing content.<\/p>\n<p class=\"p1\">In the most extreme cases teams will end up doing essentially the same work because they had no idea that another group had already done it.<\/p>\n<p class=\"p1\">B2B organizations, for instance, lose $958 million dollars every year creating content that goes to waste according to Gleanster and Kapost.<\/p>\n<p class=\"p1\">We can also make that classic (but entirely avoidable) blunder where multiple groups bombard customers with messages because they didn\u2019t coordinate with one another.<\/p>\n<p class=\"p1\">Or, also common and avoidable, different functional groups promote contradictory offers on their respective channels, confusing the heck out of customers.<\/p>\n<p class=\"p1\">Think like a customer for a minute: you don\u2019t care if you\u2019re opening an email, seeing a social media update, or reading content on the website. All you care about is whether the information is valuable and the experience is enjoyable.<\/p>\n<p class=\"p1\"><i>That\u2019s<\/i> the goal we as marketers should be organized around.<\/p>\n<h3 class=\"p1\"><b>Cross-Functional Teams FTW<\/b><\/h3>\n<p class=\"p1\">So what\u2019s the alternative to our good old functional groups? Cross-functional teams.<\/p>\n<p class=\"p1\">Put simply, a cross-functional team contains a wide variety of skills. Ideally the team has all the capabilities it needs to complete its work, so there\u2019s no need to depend on other groups.<\/p>\n<p class=\"p1\">Marketing teams may not fully live up to that ideal, but we can create teams that are focused on delivering value to a particular kind of customer. Doing so not only speeds up our delivery by removing the need for handoffs between teams, it also:<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">Allows teams to say no to work that isn\u2019t adding value for their customer.<\/li>\n<li class=\"li1\">Expand their skills and grow professionally<\/li>\n<li class=\"li1\">Get empathy for how hard their colleagues work<\/li>\n<li class=\"li1\">Deliver real marketing ROI, not just check off channel-centric boxes<\/li>\n<\/ul>\n<p class=\"p1\">Let\u2019s talk about each of those one by one.<\/p>\n<h3 class=\"p1\"><b>Customer-Focused Agile Marketing Teams Can Say No<\/b><\/h3>\n<p class=\"p1\">I\u2019ve written about this before, but data shows us that marketers as a group are <a href=\"https:\/\/www.agilesherpas.com\/agile-marketing-combat-burnout\/\" class=\"broken_link\">not empowered to turn down work requests<\/a>, even if they don\u2019t align to goals and priorities.<\/p>\n<p class=\"p1\">Marketing goals alone may not be strong enough to repel non-value adding demands, but when we do things in the name of the customer it should (hopefully) carry more weight.<\/p>\n<p class=\"p1\">So let\u2019s say I\u2019m a content creator on the top of funnel team. We generate demand, build an addressable audience, and generally get people interested in our products who didn\u2019t know about them before.<\/p>\n<p class=\"p1\">Now when people swoop in and ask for my help on different kinds of content, I have a simple filter I can apply to that request: does it serve <i>my<\/i> audience?<\/p>\n<p class=\"p1\">If it does, maybe my team will put it in the backlog to be prioritized against other work (more on how that works is here). If not, now I have a simple, straightforward, respectful way to decline the request.<\/p>\n<h3 class=\"p1\"><b>\u201cI Had No Idea People Did So Much\u201d<\/b><\/h3>\n<p class=\"p1\">When marketers sit on functional teams, we often adopt an \u201cus versus them\u201d attitude. You hear things like:<\/p>\n<p class=\"p1\">\u201cContent is always on top of things; design is slowing us down.\u201d<\/p>\n<p class=\"p1\">\u201cOur emails never go out on time because the martech team is always backed up.\u201d<\/p>\n<p class=\"p1\">But when people join crossfunctional Agile marketing teams one of the first discoveries they make is that their colleagues work their butts off.<\/p>\n<p class=\"p1\">They see the daily evidence of hard work and strong skills, and they gain empathy for colleagues who were once seen as the slacker bottlenecks.<\/p>\n<p class=\"p1\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-12840\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1.jpg\" sizes=\"(max-width: 600px) 100vw, 600px\" srcset=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1.jpg 600w, https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-2-300x94.jpg 300w\" alt=\"team bottleneck\" width=\"600\" height=\"187\" \/><\/p>\n<p class=\"p1\">We can then go from us versus them to a real focus on team success.<\/p>\n<h3 class=\"p1\"><b>Cross-Functional Agile Marketing Teams Grow Their Skills<\/b><\/h3>\n<p class=\"p1\">Having discovered that their coworkers are hard workers just trying to stay on top of multiple demands and not deliberately lazy, the path is cleared for marketers to start sitting with those coworkers and learning about what they do.<\/p>\n<p class=\"p1\">Sometimes this happens during a formal \u201cpairing\u201d session, a term borrowed from Extreme Programming in which two people share a keyboard and do work together.<\/p>\n<p class=\"p1\">Other times it happens accidentally, as members of a cross-functional team gain insight into how other functions work and get interested in learning about them.<\/p>\n<p class=\"p1\">In both cases the upskilling benefits the team, because it removes dependency on one person to perform a particular function.<\/p>\n<p class=\"p1\">It also helps the marketers\u2019 own career development, because marketing leadership needs a holistic view of the marketing function, not just expertise in one of its components.<\/p>\n<h3 class=\"p1\"><b>Ways to Organize Around the Customer<\/b><\/h3>\n<p class=\"p1\">\u201cOrganize around the customer\u201d can sound nice in theory, but what does it really look like? We\u2019ve seen Agile marketing teams achieve this goal in a few different ways:<\/p>\n<ol class=\"ol1\">\n<li class=\"li1\"><b>Stages of the customer journey:<\/b> This could be based on a typical buying cycle (awareness, consideration, purchase, retention), a marketing funnel (top, middle, bottom), or your own individually tailored journey stages. Depending on the size of your department and the number of stages you\u2019re working with, you might end up with multiple teams serving one stage, or one team serving multiple stages.<\/li>\n<li class=\"li1\"><b>Personas:<\/b> If you\u2019re marketing to several distinct groups of people with their own buying habits, marketing channel preferences, etc. then it might make sense to have Agile marketing teams focus on personas. This lets teams become experts in their chosen group and deliver extraordinarily tailored experiences for them.<\/li>\n<li class=\"li1\"><b>Brands or business units:<\/b> This one works best if the brands\/business units have distinct audiences, different buying cycles, or are otherwise distinct in how their marketing would look. This one is last on the list because it\u2019s easy for these kinds of teams to fall back into self-serving approaches that are about the brand and not the customer, but I have seen this kind of configuration work when it\u2019s approached carefully.<\/li>\n<\/ol>\n<p class=\"p1\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-12839\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/modified-spotify-funnel-teams-1.png\" sizes=\"(max-width: 893px) 100vw, 893px\" srcset=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/modified-spotify-funnel-teams-1.png 893w, https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/modified-spotify-funnel-teams-1-2-300x169.png 300w, https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/modified-spotify-funnel-teams-1-3-768x433.png 768w\" alt=\"agile marketing funnel teams\" width=\"893\" height=\"504\" \/><\/p>\n<p class=\"p1\">Above is one illustration of how four teams serving different parts of the marketing funnel might join together to collaborate.<\/p>\n<h3 class=\"p1\"><b>It Matters What Agile Marketing Teams Measure<\/b><\/h3>\n<p class=\"p1\">As you start to reorganize teams, people, and maybe even reporting structures, it\u2019s important to also consider <a href=\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-roi-compound-interest\/\">how you\u2019re measuring results<\/a>.<\/p>\n<p class=\"p1\">If teams are trying to focus on delivering value to customers but marketing leaders still have to report on channel performance, you\u2019re setting yourself up for conflicting priorities.<\/p>\n<p class=\"p1\">This kind of disconnect leads to channel leads and\/or marketing leadership swooping in and demanding that a team focus on an underperforming channel even if it\u2019s not part of the team\u2019s core goal. Then we end up sending emails just for the sake of increasing an open rate, not in the name of better customer experience.<\/p>\n<p class=\"p1\">Keep in mind that this may be a longer game, and there may be time when you\u2019ve rearranged teams but haven\u2019t yet gotten buy in for changing the measurement approach.<\/p>\n<p class=\"p1\">During that in-between time focus on productivity improvements, team morale, customer satisfaction, and any other metrics you can get your hands on that prove that agility is working. This proof will make the eventual switch over to team- or customer-focused reporting easier to achieve.<\/p>\n<h3 class=\"p1\"><b>Are People Really Doing This? <\/b><\/h3>\n<p class=\"p1\">The short answer is yes. We\u2019ve helped many of our clients create teams focused on customer journeys and stages of the funnel, and they\u2019ve found it to be a powerful evolution of their marketing work.<\/p>\n<p class=\"p1\">That\u2019s not to say this is the new normal just yet.<\/p>\n<p class=\"p1\">A <a href=\"https:\/\/cmosurvey.org\/\">CMO survey<\/a> reports that only 28% of marketing teams are organized around the customer, a number that\u2019s stayed flat since the question was introduced in 2013. Most of us are still making it all about us.<\/p>\n<p class=\"p1\"><img decoding=\"async\" class=\"aligncenter wp-image-12838\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/about-me-1.jpg\" sizes=\"(max-width: 449px) 100vw, 449px\" srcset=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/about-me-1.jpg 540w, https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/about-me-1-2-300x279.jpg 300w\" alt=\"all about me\" width=\"449\" height=\"418\" \/><\/p>\n<p><em>The post <a href=\"https:\/\/www.agilesherpas.com\/agile-marketing-teams-organized-around-customer\/\" rel=\"nofollow\" class=\"broken_link\">Agile Marketing Teams Should be Organized Around the Customer<\/a> appeared first on AgileSherpas.com.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As digital marketing channels have proliferated over the years, marketers have become ever more specialized. We\u2019ve been encouraged to pick our lane and stay there, because no two functions are the same. Email isn\u2019t like social, which isn\u2019t like content or automation. The skills you need to optimize for organic search aren\u2019t the same ones [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":77607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[20],"tags":[],"class_list":["post-77587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agile-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Agile Marketing Teams Should be Organized Around the Customer - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Cross-functional, agile teams are able to prioritize and run customer-focused marketing campaigns that deliver the most value to your audience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agile Marketing Teams Should be Organized Around the Customer - Marketing Insider Group\" \/>\n<meta property=\"og:description\" content=\"Cross-functional, agile teams are able to prioritize and run customer-focused marketing campaigns that deliver the most value to your audience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Insider Group\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-01T13:05:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-14T09:39:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"187\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Brenner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/BrennerMichael\" \/>\n<meta name=\"twitter:site\" content=\"@brennermichael\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Brenner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\"},\"author\":{\"name\":\"Michael Brenner\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014\"},\"headline\":\"Agile Marketing Teams Should be Organized Around the Customer\",\"datePublished\":\"2019-08-01T13:05:36+00:00\",\"dateModified\":\"2023-09-14T09:39:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\"},\"wordCount\":1539,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg\",\"articleSection\":[\"Agile Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\",\"name\":\"Agile Marketing Teams Should be Organized Around the Customer - Marketing Insider Group\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg\",\"datePublished\":\"2019-08-01T13:05:36+00:00\",\"dateModified\":\"2023-09-14T09:39:36+00:00\",\"description\":\"Cross-functional, agile teams are able to prioritize and run customer-focused marketing campaigns that deliver the most value to your audience.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage\",\"url\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg\",\"contentUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg\",\"width\":600,\"height\":187,\"caption\":\"||\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#website\",\"url\":\"https:\/\/marketinginsidergroup.com\/\",\"name\":\"Marketing Insider Group\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/marketinginsidergroup.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\",\"name\":\"Marketing Insider Group\",\"url\":\"https:\/\/marketinginsidergroup.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png\",\"contentUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png\",\"width\":722,\"height\":369,\"caption\":\"Marketing Insider Group\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/brennermichael\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014\",\"name\":\"Michael Brenner\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g\",\"caption\":\"Michael Brenner\"},\"description\":\"Michael Brenner is an international keynote speaker, author of \\\"Mean People Suck\\\" and \\\"The Content Formula\\\", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.\",\"sameAs\":[\"https:\/\/marketinginsidergroup.com\",\"https:\/\/x.com\/https:\/\/twitter.com\/BrennerMichael\"],\"url\":\"https:\/\/marketinginsidergroup.com\/author\/mbrenner\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Agile Marketing Teams Should be Organized Around the Customer - Marketing Insider Group","description":"Cross-functional, agile teams are able to prioritize and run customer-focused marketing campaigns that deliver the most value to your audience.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/","og_locale":"en_US","og_type":"article","og_title":"Agile Marketing Teams Should be Organized Around the Customer - Marketing Insider Group","og_description":"Cross-functional, agile teams are able to prioritize and run customer-focused marketing campaigns that deliver the most value to your audience.","og_url":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/","og_site_name":"Marketing Insider Group","article_published_time":"2019-08-01T13:05:36+00:00","article_modified_time":"2023-09-14T09:39:36+00:00","og_image":[{"width":600,"height":187,"url":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg","type":"image\/jpeg"}],"author":"Michael Brenner","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/BrennerMichael","twitter_site":"@brennermichael","twitter_misc":{"Written by":"Michael Brenner","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#article","isPartOf":{"@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/"},"author":{"name":"Michael Brenner","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014"},"headline":"Agile Marketing Teams Should be Organized Around the Customer","datePublished":"2019-08-01T13:05:36+00:00","dateModified":"2023-09-14T09:39:36+00:00","mainEntityOfPage":{"@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/"},"wordCount":1539,"commentCount":0,"publisher":{"@id":"https:\/\/marketinginsidergroup.com\/#organization"},"image":{"@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage"},"thumbnailUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg","articleSection":["Agile Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/","url":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/","name":"Agile Marketing Teams Should be Organized Around the Customer - Marketing Insider Group","isPartOf":{"@id":"https:\/\/marketinginsidergroup.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage"},"image":{"@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage"},"thumbnailUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg","datePublished":"2019-08-01T13:05:36+00:00","dateModified":"2023-09-14T09:39:36+00:00","description":"Cross-functional, agile teams are able to prioritize and run customer-focused marketing campaigns that deliver the most value to your audience.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/marketinginsidergroup.com\/agile-marketing\/agile-marketing-teams-should-be-organized-around-the-customer\/#primaryimage","url":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg","contentUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/bottleneck-bill-1-1-1.jpg","width":600,"height":187,"caption":"||"},{"@type":"WebSite","@id":"https:\/\/marketinginsidergroup.com\/#website","url":"https:\/\/marketinginsidergroup.com\/","name":"Marketing Insider Group","description":"","publisher":{"@id":"https:\/\/marketinginsidergroup.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/marketinginsidergroup.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/marketinginsidergroup.com\/#organization","name":"Marketing Insider Group","url":"https:\/\/marketinginsidergroup.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/","url":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png","contentUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png","width":722,"height":369,"caption":"Marketing Insider Group"},"image":{"@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/brennermichael"]},{"@type":"Person","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014","name":"Michael Brenner","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g","caption":"Michael Brenner"},"description":"Michael Brenner is an international keynote speaker, author of \"Mean People Suck\" and \"The Content Formula\", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.","sameAs":["https:\/\/marketinginsidergroup.com","https:\/\/x.com\/https:\/\/twitter.com\/BrennerMichael"],"url":"https:\/\/marketinginsidergroup.com\/author\/mbrenner\/"}]}},"_links":{"self":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts\/77587","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/comments?post=77587"}],"version-history":[{"count":1,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts\/77587\/revisions"}],"predecessor-version":[{"id":77605,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts\/77587\/revisions\/77605"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/media\/77607"}],"wp:attachment":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/media?parent=77587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/categories?post=77587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/tags?post=77587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}