Rethinking the Marketing Playbook: How to Add Agility, Flexibility, and Scalability to Your Workflows

Marketers need to build trust and stronger relationships with customers through personal and engaging content. However, increased competition for customer attention and workloads have made this difficult. In addition, the pandemic has exacerbated the operational grind, requiring marketers to think differently about their playbook. Agility and adaptability are key to staying relevant, but efficient and flexible processes are needed for successful execution.

Airtable surveyed senior-level marketing leaders to understand their challenges and found that the volume of campaigns and content they needed to deliver had increased compared with a year ago. Change has not been limited to customer content, but also to internal and stakeholder communications. Marketers use an average of 23 marketing tools, leading to fragmented work and data duplications.

Marketing teams need a single place to connect their people, processes, and systems and a reliable source of truth for their data. Investing in agile, flexible platforms that scale and give context for relevant data is essential for competitive success. This will help marketers quickly adapt to changes and provide high-quality, high-velocity content.