Inspired by the more general Agile approach, Agile Marketing describes a mindset of continuous learning and validation, customer focused collaboration across functional silos, adaptive and iterative campaigns and more responsive/continuous planning – all as a way to deal more effectively with uncertainty and complexity.
Agile Marketing teams use techniques such as Scrum to work in an iterative cadence and Kanban to visualize and improve the flow of work. Larger marketing organizations use approaches such as SAFe (Scaled Agile Framework) to align and collaborate across teams of agile teams.
But don’t be confused. Achieving Marketing Agility requires more than just implementing some practices. It involves real transformation – a serious look at team structure, leadership style, the marketer role, metrics, and the organizational mindset towards learning/experimenting.
AgileSparks runs one of the world’s top Agile Marketing practices and is part of the Agile Marketing thought leadership community. Below are some of our articles on Agile Marketing as well as other resources we recommend.
And when you’re serious about Agile Marketing, let’s talk.
Agile Marketing Articles On The AgileSparks Blog
In a recent Agile Marketing Meetup in Boston we tried to figure out how mature are the Agile Marketing teams/organizations out there. Last week I helped facilitate a third quarterly Agile planning event (also known as SAFe PI Planning or Big Room Planning) for a group of agile marketers I’ve been working with for the […]
Note: This post was original published in Yuval Yeret’s personal blog “Validated Learning Over Opinions and Conventions” is the first value in the Agile Marketing Manifesto. A couple of weeks ago I was helping form what we call a “Marketing Agile Release Train” – a group of Agile Marketing teams each focused on supporting the business […]
Here is an example of a fairly typical Marketing Kanban board which can be useful for marketing teams that are taking their first steps towards implementing agile marketing in practice using kanban. You can print it out and use it as a source of ideas & inspiration as you evolve your own board. It is a slightly […]
This post is a continuation/refresh of an earlier post from Yuval’s personal blog Tools for Agile Marketing seems to be the hot topic in the various Agile Marketing communities. The Marketing Agility Podcast is talking to some tool vendors and people started to discuss it on the Agile Marketing Facebook Group as well. For co-located marketing teams […]
Agile Development – Just A Starting Point Towards Organizational Agility For many people Agile is “Agile Development”. They use agile to improve the effectiveness and agility of software organizations. For these people scaling agile typically means developing even larger programs/products with an agile development approach. Scaling Sideways Towards Business Agility Scaling agile has another meaning – […]
Why Agile Marketing Making any sort of change is non-trivial. Implementing Agile Marketing, especially at scale, is hard. There should be a real need for it. These are some common change drivers we hear from Marketing leaders (more at “State of Agile Marketing” by Andrea Fryrear): Ensuring that your marketing organization is agile and responsive […]
In earlier posts in our Scaled Agile Marketing we looked at whether you even need Agile Marketing and then what typically triggers a serious discussion about Agile Marketing. In this post we move to the next step – figuring out if you need Scaled Agile Marketing. So – Do you need Scaled Agile Marketing? Scaling isn’t just a […]
The Need For An Agile Marketing Transformation Marketers or junior marketing leaders can implement Agile Marketing at the team level bottoms up or in islands in the organization. This approach can achieve some improvement but typically stalls at some point. Real marketing agility requires a transformative change in processes, policies, mindset, and maybe even type […]
It took us some time, but the slides from our (Steve Wolfe from CA and myself) December talk in the Boston Agile Marketing meetup are finally publicly available. Agile marketing @ Scale at CA Technologies – Boston Agile Marketing Meetup December 2016 from Yuval Yeret How can large, traditional marketing organizations – those that rely […]
Defining Agile Marketing NOTE: This definition of Agile Marketing can stand alone but also fits into the Scaled Agile Marketing Series I’ve been writing. What ISN’T Agile Marketing First, a couple of clarifications and myth-busting. First, Agile Marketing isn’t reactive marketing. Agile Marketing isn’t about how you react in a Marketing/PR crisis (ask United about those) or realtime opportunity […]
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