How To Get Closer To Your Customers!
ADWEEK|February 26, 2018

If you really want to get closer to your customers, you need to rethink nearly everything you’re doing. Here’s how to start.

Dan Tynan
How To Get Closer To Your Customers!

Prune Your Portfolio

A typical barrier to going all-in on transformation is that agencies and marketing teams already have more on their plates than they can reasonably handle. But that’s a lame excuse, says Christopher Ross, research director at Gartner’s digital marketing group.

“One of the common complaints we hear from marketing organizations is that they’re massively overwhelmed with work,” he says. “But they never take the time to circle back and kill all those marginal or mediocre programs. Get rid of those things.”

Lose the Org Chart

Transforming your organization to be more agile and responsive to customer needs means rethinking how you organize internal teams and deploy talent.

The first step is to decouple projects from organizational units and build ad hoc teams to tackle specific challenges, says Ross.

This story is from the February 26, 2018 edition of ADWEEK.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the February 26, 2018 edition of ADWEEK.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM ADWEEKView All
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 mins  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 mins  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 mins  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 mins  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 mins  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ mins  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 mins  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 mins  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 mins  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 mins  |
December 4, 2017