‘How to Use Scenarios to Achieve Marketing Agility’ – MarketingProfs
Laura Patterson says, “Agile companies want to be able to rapidly adjust on all fronts, including Marketing. Companies are interested in marketing that’s agile because they believe it will help them deploy the right elements of the marketing mix at the right time to influence the specific outcome they want to achieve.
Scenarios to Facilitate Agility
Scenarios are postulated sequences of events or other developments. Creating scenarios helps you consider a range of possible outcomes and drivers of change. Accordingly, scenarios are a powerful tool for understanding potential situations and then developing appropriate strategies for each of those situations.
In short, scenarios help you anticipate. They help you ask better questions and prepare for the unexpected. They increase your readiness—thus setting the stage for agility. And scenario analysis is an essential part of creating agility.
Creating scenarios that will be useful in helping to make marketing agile requires data and timing information. Therefore, you need answers to the following types of questions:
- What data can change, and by how much, regarding customers, the market, and the competition?
- What data are predictive of a key prospect or customer behavior?
- What data are essential for effectively engaging with customers and prospects?”.
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