Forrester recently estimated that 68% of a typical marketing budget can be optimized in-flight. Imagine the possibilities that creates! Within a large portion of our budget we can test and learn, turn off underperforming tactics, and shift that spend to higher performing ones—all of which are big levers for growing the business. Many brands dream about this level of agility, but few have made it a reality.
Here at Beckon, we’ve had the privilege of partnering with dozens of innovative brands to drive this change within their organizations. Mozilla is a great example—they transitioned to an agile, data-driven approach, shortened campaign cycles, and dramatically changed the way they do business.
Curious about how they did it? Watch our Q&A with Chad Weiner, Senior Director of Marketing and Marketing Operations, to hear Mozilla’s story and get advice for marketing leaders just starting out on the journey.