27. Today's marketing mantra: doing more with less
In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”.
That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn.
But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat.
In this episode. Scott talks about people and process while explaining how an agile approach to marketing can increase effectiveness and consume fewer resources. That should be music to your ears.
AboutWith 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.
Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.
Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Scott Stockwell| Dom Hawes
Websites: IBM| Selbey Anderson
Timestamped summary of this episode00:00:03 - Introduction to the Podcast and Guest
00:01:09 - The Challenge of Doing More with Less
00:03:31 - Scott's Experience with Agile Marketing
00:04:39 - Introduction to Design Thinking
00:06:45 - Importance of Feedback and Self-Organized Teams
00:13:29 - The Importance of Agile Marketing
00:14:38 - Agile Methodology Exercise
00:17:17 - Agile Marketing in the Context of Economic Challenges
00:18:26 - Customer Focus in Agile Marketing
00:19:48 - Learning Agile Marketing
00:27:32 - Introduction to MoSCoW Framework
00:28:11 - Importance of Must Do
00:29:25 - Saying No in Agile
00:31:06 - Stand-ups in Agile
00:32:06 - Importance of Retrospectives
00:33:49 – How Agile Can Help With Our New Way of Working
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