HOME Forums The Six Disciplines of Agile Marketing book Feedback from Mary Trigiani

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  • #2682
    Jim Ewel
    Keymaster

    Resistance on the executive team
    Condescending/Dim view of marketing in general — that it’s not a real corporate function — that anyone can do it

    MARY TRIGIANI

    #2712
    Jim Ewel
    Keymaster

    Mary,

    Thanks for the feedback. I definitely cover both of these topics. On the first, I have an entire chapter on how to sell Agile marketing in to the organization, particularly to senior executives who may resist Agile. On the second, I discuss the issue in the preface that marketing departments get no respect, and later, in a chapter about aligning with the business units, I talk about how radical transparency (on both sides) can help people understand what marketing does and how hard it is. This chapter ends with an interview from a couple of people that I trained several years ago, and they talk about their experience, and how they earned the respect of the sales team in particular, such that the sales team became their biggest fans.

    Take care,

    Jim

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