Agile Marketing and Its Own Manifesto

My current engagement is helping on the business side with adopting agile in marketing operations. I was not aware that was an Agile Marketing Manifesto. I found this quite interesting and became intrigued since I am now focusing on more helping this corporation on the business side versus IT. I actually kind of like it. I have found that every time there is training; either it being a scrum master certification class or an agile tool- they feel like it is always IT centric and they become disengaged. If anyone is reading this out there- know your audience and customize your training to be relevant! I found showing this to the group of people I work along with the original manifesto brings more meaning and buy-in as to why to approach the way they work with an agile mind set.

Agile Marketing Values:

We are discovering better ways of creating value for our customers and for our organizations through new approaches to marketing. Through this work, we have come to value:
  •  Validated learning over opinions and conventions
  • Customer focused collaboration over silos and hierarchy 
  • Adaptive and iterative campaigns over Big-Bang campaigns
  • The process of customer discovery over static prediction 
  • Flexible vs. rigid planning
  •  Responding to change over following a plan
  •  Many small experiments over a few large bets

Marketing Principles: (they say they are proposed, but I think it is pretty cool they have some)

  • Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems
  • We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage
  • Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale
  • Great marketing requires close alignment with the business people, sales and development
  • Build marketing programs around motivated individuals. Give them the environment and support they need, and trust them to get the job done
  • Learning, through the build-measure-learn feedback loop, is the primary measure of progress
  • Sustainable marketing requires you to keep a constant pace and pipeline
  • Don’t be afraid to fail; just don’t fail the same way twice
  • Continuous attention to marketing fundamentals and good design enhances agility
  • Simplicity is essential
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