Agile Marketing Values Explained

AGILE MARKETINGVALUES EXPLAINED

TheAgileMarketer.net | @andreafryrear

AGILEMARKETINGMANIFESTO

The


SHOULD BEOUR GUIDE...


... BUT WHAT DOESIT REALLY

MEAN?


LET'S DIVE INTO THEVALUES


7AGILEVALUES

These emerge as a profession evolves.

"We are discovering better ways of creating valuefor our customers and for our organizationsthrough new approaches to marketing. Throughthis, we have come to value.. ."


#1VALIDATEDLEARNING

OPINIONS &CONVENTIONS

OVER

#1LEARNING

Maybe there's a better way toachieve your marketing goals.

How will you know for sure if youdon't experiment?

Don't succumb to death by bestpractices.

CONVENTIONSOVER


#2CUSTOMER-FOCUSED

COLLABORATION

SILOS & HIERARCHYOVER

#2SILOS

Distribute knowledge freely - nohoarding allowed.

The customer should be the focus ofall joint marketing efforts.

Strict hierarchies serve neithercustomers nor Agility.

COLLABORATIONOVER


#3ADAPTIVE & ITERATIVE

CAMPAIGNS

BIG BANGCAMPAIGNS

OVER

#3BIG BANGS

Agile marketing campaigns evolve inconcert with the audience.

Multi-year marketing plans are rightout.

Adaptive and iterative campaigns =fewer resources = lower risk = moreleeway to experiment.

ADAPTATIONOVER


#4CUSTOMER DISCOVERY

STATIC PREDICTIONS

OVER

#4PREDICTION

Each campaign should help usdiscover something new about ourcustomers/audience.

Hypotheses are okay, but predictionsthat we cling to no matter what aredefinitely not.

DISCOVERYOVER


#5

FLEXIBLE PLANNING

RIGID PLANNINGOVER

#5RIGID PLANS

Yes, agile marketers still have a plan.It's just flexible.

Modern marketing is complicated. Itcan't succeed with a plan behind it.

Just make sure your plan has somegive built in, or it won't survivecontact with reality.

FLEXIBLEOVER


#6RESPONDINGTO CHANGE

FOLLOWING A PLANOVER

#6FOLLOWING

Don't stick with the plan justbecause it's The Plan.

When circumstances change, agilemarketers are prepared to respond ina meaningful way.

For agile teams, change is a source ofcompetitive advantage.

RESPONDINGOVER


#7MANY SMALL

EXPERIMENTS

FEW LARGE BETSOVER

#7LARGE BETS

Small experiments can be completedfaster, leading to rapid iteration.

Agile marketers still release largecampaigns, but usually after theyhave data from small experiments tosupport them.

EXPERIMENTSOVER


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