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AGILE MARKETING
VALUES EXPLAINED
TheAgileMarketer.net  |  @andreafryrear
AGILE
MARKETING
MANIFESTO
The
TheAgileMarketer.net  |  @andreafryrear
SHOULD BE
OUR GUIDE...
TheAgileMarketer.net  |  @andreafryrear
... BUT WHAT DOES
IT REALLY MEAN?
TheAgileMarketer.net  |  @andreafryrear
LET'S DIVE IN
TO THE
VALUES
TheAgileMarketer.net  |  @andreafryrear
7AGILE
VALUES
These emerge as a profession evolves.
"We are discovering better ways of creating value
for our customers an...
#1
VALIDATED
LEARNING
OPINIONS &
CONVENTIONS
OVER
#1
LEARNING
Maybe there's a better way to
achieve your marketing goals.
How will you know for sure if you
don't experiment...
#2
CUSTOMER-FOCUSED
COLLABORATION
SILOS & HIERARCHY
OVER
#2
SILOS
Distribute knowledge freely - no
hoarding allowed.
The customer should be the focus of
all joint marketing effort...
#3
ADAPTIVE & ITERATIVE
CAMPAIGNS
BIG BANG
CAMPAIGNS
OVER
#3
BIG BANGS
Agile marketing campaigns evolve in
concert with the audience.
Multi-year marketing plans are right
out.
Adap...
#4
CUSTOMERDISCOVERY
STATIC PREDICTIONS
OVER
#4
PREDICTION
Each campaign should help us
discover something new about our
customers/audience.
Hypotheses are okay, but p...
#5
FLEXIBLE PLANNING
RIGID PLANNING
OVER
#5
RIGID PLANS
Yes, agile marketers still have a plan.
It's just flexible.
Modern marketing is complicated. It
can't succe...
#6
RESPONDING
TO CHANGE
FOLLOWING A PLAN
OVER
#6
FOLLOWING
Don't stick with the plan just
because it's The Plan.
When circumstances change, agile
marketers are prepared...
#7
MANY SMALL
EXPERIMENTS
FEW LARGE BETS
OVER
#7
LARGE BETS
Small experiments can be completed
faster, leading to rapid iteration.
Agile marketers still release large
c...
JOIN THE
MVP SQUAD
S H A R E Y O U R S T O R Y . I N C R E A S E Y O U R
A G I L I T Y . M E E T O T H E R A G I L E M A R...
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Agile Marketing Values Explained

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We dive into the 7 values that underpin Agile Marketing, as articulated in the Agile Marketing Manifesto. Since these ideals should guide agile marketing teams in their quest for ongoing improvement, a thorough understanding of what they really mean is crucial.

Published in: Marketing

Agile Marketing Values Explained

  1. 1. AGILE MARKETING VALUES EXPLAINED TheAgileMarketer.net  |  @andreafryrear
  2. 2. AGILE MARKETING MANIFESTO The TheAgileMarketer.net  |  @andreafryrear
  3. 3. SHOULD BE OUR GUIDE... TheAgileMarketer.net  |  @andreafryrear
  4. 4. ... BUT WHAT DOES IT REALLY MEAN? TheAgileMarketer.net  |  @andreafryrear
  5. 5. LET'S DIVE IN TO THE VALUES TheAgileMarketer.net  |  @andreafryrear
  6. 6. 7AGILE VALUES These emerge as a profession evolves. "We are discovering better ways of creating value for our customers and for our organizations through new approaches to marketing. Through this, we have come to value..." TheAgileMarketer.net  |  @andreafryrear
  7. 7. #1 VALIDATED LEARNING OPINIONS & CONVENTIONS OVER
  8. 8. #1 LEARNING Maybe there's a better way to achieve your marketing goals. How will you know for sure if you don't experiment? Don't succumb to death by best practices. CONVENTIONS OVER TheAgileMarketer.net  |  @andreafryrear
  9. 9. #2 CUSTOMER-FOCUSED COLLABORATION SILOS & HIERARCHY OVER
  10. 10. #2 SILOS Distribute knowledge freely - no hoarding allowed. The customer should be the focus of all joint marketing efforts. Strict hierarchies serve neither customers nor Agility. COLLABORATION OVER TheAgileMarketer.net  |  @andreafryrear
  11. 11. #3 ADAPTIVE & ITERATIVE CAMPAIGNS BIG BANG CAMPAIGNS OVER
  12. 12. #3 BIG BANGS Agile marketing campaigns evolve in concert with the audience. Multi-year marketing plans are right out. Adaptive and iterative campaigns = fewer resources = lower risk = more leeway to experiment. ADAPTATION OVER TheAgileMarketer.net  |  @andreafryrear
  13. 13. #4 CUSTOMERDISCOVERY STATIC PREDICTIONS OVER
  14. 14. #4 PREDICTION Each campaign should help us discover something new about our customers/audience. Hypotheses are okay, but predictions that we cling to no matter what are definitely not. DISCOVERY OVER TheAgileMarketer.net  |  @andreafryrear
  15. 15. #5 FLEXIBLE PLANNING RIGID PLANNING OVER
  16. 16. #5 RIGID PLANS Yes, agile marketers still have a plan. It's just flexible. Modern marketing is complicated. It can't succeed with a plan behind it. Just make sure your plan has some give built in, or it won't survive contact with reality. FLEXIBLE OVER TheAgileMarketer.net  |  @andreafryrear
  17. 17. #6 RESPONDING TO CHANGE FOLLOWING A PLAN OVER
  18. 18. #6 FOLLOWING Don't stick with the plan just because it's The Plan. When circumstances change, agile marketers are prepared to respond in a meaningful way. For agile teams, change is a source of competitive advantage. RESPONDING OVER TheAgileMarketer.net  |  @andreafryrear
  19. 19. #7 MANY SMALL EXPERIMENTS FEW LARGE BETS OVER
  20. 20. #7 LARGE BETS Small experiments can be completed faster, leading to rapid iteration. Agile marketers still release large campaigns, but usually after they have data from small experiments to support them. EXPERIMENTS OVER TheAgileMarketer.net  |  @andreafryrear
  21. 21. JOIN THE MVP SQUAD S H A R E Y O U R S T O R Y . I N C R E A S E Y O U R A G I L I T Y . M E E T O T H E R A G I L E M A R K E T E R S . # W I N N I N G bit.ly/mvp-squad TheAgileMarketer.net  |  @andreafryrear

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