Just about every marketer in every company wants to be more agile and more innovative.

The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.

In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.

The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.  

It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.

A key finding from the research is just how broad an opportunity greater organisational agility presents to improve rates of innovation, generate greater efficiencies and enhanced customer experiences.

However, this is an opportunity that can only be realised through a comprehensive review of multiple interdependent factors.

This is not simply about marketing techniques. This is about transforming the very approaches, behaviours, skills, processes, and even organisational structures that comprise how a company does what it does, and how it innovates.

This is about the integration of a broad based approach to different types of innovation including not just product and service, but also process, system, and structural innovation. 

So what stops your organisation from being more agile?

For many, there are still significant barriers to change. Not least in the form of legacy technologies, the challenge of juggling multiple organisational priorities, and breaking down company silos.

But there are also an increasing number of businesses that are developing nimble ways of overcoming innovation inertia.

This is through the adoption of new models, developing a culture of experimentation, greater acceptance of test and learn approaches and an understanding of the value of prototyping, and more successfully harvesting ideas and networking the organisation to allow for innovation at the edges.

Digital transformation is not simply about pursuing the latest technological developments. Organisational change can only come from a combination of a transformative vision, investment in new skills and resources, motivated and correctly incentivised staff, and a guiding strategy that brings these critical elements together.

For a more detailed look at best practice in agile innovation, download the new report.

Econsultancy currently has a range of services available that can help guide organisational change, business restructuring and digital transformation strategy.

Neil Perkin

Published 23 October, 2013 by Neil Perkin

Neil Perkin is the founder of Only Dead Fish, and a consultant and contributor to Econsultancy. You can read his blog, and follow him on Twitter.

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