What is Marketing Agility?

All marketers want to increase marketing agility, but if you ask ten different marketers what it means to be agile, you will probably get ten different answers. Meanwhile, everyone seems to be jumping on the agile marketing bandwagon without a clear definition of what marketing agility means in the first place. This situation is exacerbated by the fact that today’s agile marketing methodologies are close copies of agile software engineering methodologies, and therefore do not take into account the unique characteristics of marketing management. The pioneers of agile marketing have given all marketers a great gift, but it is only […]

Adopting Agile Marketing | Take an Easier Path

Adopting agile marketing doesn’t need to be a traumatic, seismic shift for your marketing group. Don’t worry about deep diving into complex methodologies, or duplicating the practices of agile development. Agile marketing is foremost a mentality and a culture based on flexibility, speed, true customer value, and openness. The methodology you choose is secondary. So, start you agile marketing journey in small, simple steps.  First, adopt the core disciplines of agile marketing. Then, apply some basic agile processes, see how they work, adapt them, and iterate. In other words, the best approach to adopting agile marketing is an agile approach! […]

Agile Marketing Debate:
Scrum for Marketing Sucks!

I’ll be honest. My first experience with Scrum for marketing was not a good one. The fact that I was a bit of a skeptic notwithstanding, something about it just didn’t feel right from day one. And, it went downhill from there. That being said, I should point out that my marketing colleagues, Jen and Markie, for whom I have the utmost respect, have employed Scrum for marketing with outstanding results. Please be sure to check out their side of the story: Scrum for Marketing Rocks! Scrum for Marketing in the Field I’ve been doing field marketing and event marketing […]

Agile Marketing Debate:
Scrum for Marketing Rocks!

Marketing can be a mad house.  I’ve been working on the front lines in marketing for quite a while, and that’s one thing I’ve learned for sure.   We always have so many projects going on–and so many changing priorities–that it can be hard to know what to do next. When I first learned about agile marketing and the idea of using Scrum for marketing, I knew it was the right way for us to go. Some people weren’t so sure, and you can check out their side of the story in Scrum for Marketing Sucks!  But, I wanted our […]