Welcome to the Marketing Improvement Guide to the Agile Marketing Department produced
in conjunction with Chiasma Research, a leading technology consulting company.

The aim of this guide is to provide a simple reference to the organisation, exploitation and acquisition of nformation technology for a marketing department. This immediately begs the question as to hy a marketing department requires a different approach to the use of technology than, say, Finance, HR or Manufacturing department. The answer is simple, process and innovation. In the last three decades there have been enormous investments in the information echnology, manufacturing, design and production systems that support the tasks and rocesses required by these departments. If you look back at the large number of business books that look at innovation, process improvement, 6-Sigma techniques, corporate reengineering and all of the other myriad business trends they rarely, if ever, reference a marketing department or function. The main reason for the absence of the marketing department in these trends is that each one assumes that there is a systematic and consistent business process underlying the activities of each of these business functions. Also, the trends assume that the business processes and outcomes of these departments can be captured within a system and that the results can lead directly to a change in the underlying behaviour, process or tasks. In marketing this is rarely true. A marketing department thrives on continuous, persistent innovation. It tends to be populated by people who are looking for creative ways to communicate rather than to improve the efficiency of communication by 3% per annum.

This guide is uniquely for marketers, not technologists or IT professionals. It provides powerful insights for you that will help you identify where technology can be put to use for you. To download the full Guide, please click here