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Agile Grows With the Times

Just as the world has changed since the original manifesto, Agile itself must also lean into the greater variety of its applications. ....

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17 Ways to Overcome Marketing Budget Limitations

PHOTO:
John Cameron
One of the most significant ongoing challenges for entrepreneurs, small business owners and marketers has been how to leverage their marketing dollars as effectively and efficiently as possible. Thatâs especially true in times like these, when weâre all dealing with the ramifications of the pandemic, political upheaval and social unrest throughout the US and much of the rest of the world.
As a result of the downturn, many companies and organizations have pulled back on their marketing and branding efforts and are taking a defensive, wait-and-see stance. But is that a smart move? For a variety of reasons, I would argue no. Nevertheless, tighter marketing budgets are a reality for many, at least for now. So dealing with that challenge head-on â in a smart, methodical way â is crucial. ....

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The Skills Every CMO Needs in 2021

PHOTO:
Tim Mossholder
No other executives had to adjust to 2020 quite like CMOs. Plans and messaging campaigns became obsolete only a few weeks into the year. Questions of revenue and regulation prevented businesses from making significant investments into marketing initiatives. For CMOs, realistic goals quickly evolved into complete unknowns.
Despite last year s struggles, 2021 looks to be a more promising and more stable period for marketing leaders. Assuming a second prolonged global catastrophe does not occur, businesses should have a much firmer grasp of what they can and cannot expect to achieve.
This return to stability will not be a return to normalcy, though. The role of the CMO evolved quickly and permanently over the last year. Skills that allowed CMOs to thrive in the past will still hold value, but in 2021, the list of priorities will change. Outsourced CMOs will become even more common. Some high-level marketing competencies will be less useful than ....

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