Agile Marketing

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Moneyball Marketing: The Cost to Win – Part 1 of 2

I’ve written before about the “Theory of Constraints” as it relates to marketing and customer acquisition. The idea is that all systems (including those that support customer acquisition) are constrained in some way, and only by systematically breaking those constraints can growth potential be realized. It is in this context that I’ll use the Moneyball […]

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Marketing Technologies Can Enhance Efficiency—But Are Limited by Leadership

Marketing technology has evolved at such an astonishing pace over the past decade that it’s easy to feel overwhelmed by it. Just look at the explosive growth of the martec landscape in less than a decade, illustrated in the chart below from the website Chiefmartec.com: In an environment of such rapid change, it is also […]

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Tim Hortons New Loyalty Card – Even Great Companies Can Rely on Bad Assumptions

In school, children are often taught that there’s no such thing as a dumb question; they’re encouraged to speak up any time they need some additional insight or clarity. That’s a lesson that some of us forget as we become older. For example, a lot of businesses—even some truly great ones—base expensive customer campaigns and […]

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What Army Navigation Taught Me About Finding New Customers

Listen up, maggots. We’ve received reliable intel that a large new customer group has emerged and assembled somewhere near Checkpoint Action. Our mission is to engage this group and liberate their product needs before they fall under enemy control.  Let’s face it: Reaching a new customer group can be a daunting task because, in many […]

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Defining Sales and Marketing Waste: The Biggest Opportunity You Didn’t Know You Had

At Lenses and Levers, we look at things through the prism of Lean-Agile principles and methods, which largely revolve around the notion of identifying and eliminating waste. But “waste” means different things to different people and is dependent largely on context. So to begin, let’s start with a definition. We define sales and marketing waste […]

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Don Draper vs. Agile Marketing

Much has been written about Agile Marketing. It seems everyone is trying to put their finger on the pulse of what it means to be agile, from a marketing perspective. This is no easy task. This is a methodology adopted from the software industry and while many of the principles are well suited to marketing, […]

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