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.

Marketing

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 and for our organizations
through new approaches to marketing. Through
this, we have come to value..."
TheAgileMarketer.net | @andreafryrear

#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?
Don't succumb to death by best
practices.
CONVENTIONS
OVER
TheAgileMarketer.net | @andreafryrear

#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 efforts.
Strict hierarchies serve neither
customers nor Agility.
COLLABORATION
OVER
TheAgileMarketer.net | @andreafryrear

#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.
Adaptive and iterative campaigns =
fewer resources = lower risk = more
leeway to experiment.
ADAPTATION
OVER
TheAgileMarketer.net | @andreafryrear

#4
CUSTOMERDISCOVERY
STATIC PREDICTIONS
OVER

#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

#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 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

#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 to respond in
a meaningful way.
For agile teams, change is a source of
competitive advantage.
RESPONDING
OVER
TheAgileMarketer.net | @andreafryrear

#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
campaigns, but usually after they
have data from small experiments to
support them.
EXPERIMENTS
OVER
TheAgileMarketer.net | @andreafryrear

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
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TheAgileMarketer.net | @andreafryrear

If your organization is interesting in Agile transformation for technology, then you should also be looking into Agile Marketing. Think of your organization like a car. Two wheels which represent Technology, and the other two wheels represent Marketing. Even if you get the Technology wheels spinning faster, unless the Marketing wheels can spin just as fast, your car will be going in circles. Product and marketing go hand in hand when it comes to deriving value from your respective markets. As we all know, one of the major keys in Agile is the tightening of the feedback loop. This is why we want shorter sprint cycles, smaller batch sizes, and strive to continuously learn. When it comes to building products, it's the marketing team's job to test the market, size the market, segment the customers in the market, and just generally derive value from the market. But the problem is, most modern organizations are using waterfall-like operating models to run their marketing teams which hand-cuff talented marketers from surfacing new insights. Marketing departments are still using waterfall processes because only up until a few years ago, digital marketing was a brand new concept. Large organizations used Print, TV and Radio advertising in their marketing campaigns, which by nature were not trackable. Campaigns were planned well in advance, usually at the start of a new financial year, and themes, content and messaging was approved then too. Because of the lack of trackability, marketing was always considered a cost-centre. Today that has changed. Marketing is now quickly being understood as a revenue-driver. New tools are allowing us to track digital campaigns like never before imagined, everything and anything can be attributed to even the most minute detail. Because of this marketing focused companies are able to confidently say that for $(x) of marketing budget input, they are getting $(y) of revenue from customers. This is catapulting Marketing teams to the top of the business group food chain. In this session we will discuss the need for Agile Marketing and why marketing should be the focal point for your organization's business agility transformation (hint: it's because marketer's own the customer journey). More importantly, this session will actually dive into the details of how a marketing team would implement Agile using the four stages of the Growth Marketing Lifecycle (GMLC). If this interests you and you're excited to learn more, please reach out and let's have a chat! - Ahmad Iqbal August 2017

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Agile Marketing Values Explained

1. AGILE MARKETING VALUES EXPLAINED TheAgileMarketer.net | @andreafryrear

2. AGILE MARKETING MANIFESTO The TheAgileMarketer.net | @andreafryrear

3. SHOULD BE OUR GUIDE... TheAgileMarketer.net | @andreafryrear

4. ... BUT WHAT DOES IT REALLY MEAN? TheAgileMarketer.net | @andreafryrear

5. LET'S DIVE IN TO THE VALUES TheAgileMarketer.net | @andreafryrear

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. #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 TheAgileMarketer.net | @andreafryrear

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 TheAgileMarketer.net | @andreafryrear

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 TheAgileMarketer.net | @andreafryrear

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 TheAgileMarketer.net | @andreafryrear

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 TheAgileMarketer.net | @andreafryrear

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 TheAgileMarketer.net | @andreafryrear

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 TheAgileMarketer.net | @andreafryrear

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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