The document discusses the principles of agile marketing, emphasizing seven key values that prioritize experimentation, customer collaboration, adaptability, and iterative campaigns. It advocates for flexible planning, responding to change, and conducting small experiments rather than making large commitments. Overall, the agile approach is about discovering better ways to create value and adapt to the evolving market landscape.

1. AGILE MARKETING
VALUES EXPLAINED
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2. AGILE
MARKETING
MANIFESTO
The
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3. SHOULD BE
OUR GUIDE...
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4. ... BUT WHAT DOES
IT REALLY MEAN?
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5. LET'S DIVE IN
TO THE
VALUES
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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..."
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7. #1
VALIDATED
LEARNING
OPINIONS &
CONVENTIONS
OVER

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
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9. #2
CUSTOMER-FOCUSED
COLLABORATION
SILOS & HIERARCHY
OVER

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
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11. #3
ADAPTIVE & ITERATIVE
CAMPAIGNS
BIG BANG
CAMPAIGNS
OVER

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
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13. #4
CUSTOMERDISCOVERY
STATIC PREDICTIONS
OVER

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
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15. #5
FLEXIBLE PLANNING
RIGID PLANNING
OVER

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
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17. #6
RESPONDING
TO CHANGE
FOLLOWING A PLAN
OVER

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
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19. #7
MANY SMALL
EXPERIMENTS
FEW LARGE BETS
OVER

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
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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
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