Question

Topic: Strategy

Agile Marketing Values To Vote On At Sprintzero

Posted by travis on 5/30/2012 at 7:46 PM ET 125 Points
In a couple weeks a group of agile marketers is meeting in San Francisco to hash out the operating values and principles of Agile Marketing.

I've been part of the planning for the operating principles portion of the event along with Jim Ewel and John Cass. What we have is a short list of values that attendees can vote on, but what I'd like to know is -
"Are we missing anything?"

Jim put together a pretty good list from the agile marketing manifesto roundup post (https://www.travisarnold.com/agile-marketing-manifestos/) which you'll find below:

Responding to change over following a plan
Many small experiments over a few large bets
Two-way conversations over one-way interruptions
Individuals and interactions over processes and tools
Two-way conversations over one-way interruptions
Intimate customer tribes over impersonal mass markets
Testing and data over opinions and conventions
Engagement and transparency over official posturing
Working outputs over comprehensive inputs
Collaboration over contracts and hierarchy
Collaboration over Silos and Hierarchy
Strategy Implementation over Strategy Planning
Smaller, More Frequent Deployments over Lengthy, Major Launches
Testing and Measurement over Expert Opinion
Authenticity over Image
Execution as Competitive Advantage
Getting out of the building over formal market research

If you're practicing Agile Marketing, please share your thoughts and fill in anything that may have been missed.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/31/2012 at 7:57 PM Accepted
    (Aside: will your conference [June 11th SprintZero?] be videotaped and available for later viewing by the public?)

    Besides these basic tenets, it would seem that the underlying question "Is agile better?" needs to be asked, in light of the experiences of other agile users: managers, software developers, etc.

    "How is application of agile different for marketing, than for other fields?"

    "Can you integrate other departments' agile methodogies to build an agile-centric business?"
  • Posted by travis on 6/1/2012 at 12:58 PM Author
    Hi Jay,

    We will be providing content from SprintZero, but I'm not sure about a full length video. I'll check and get back with you.

    Is agile marketing better?
    In my opinion, yes. Marketing and dev share a similar work path, that is they both start with a concept or idea then create something. As anyone who's been in software for any amount of time has seen, agile development is a better way to organize and produce shippable products and in my experience the same can be said for agile marketing.

    Taking on customer problems and then producing the right content can start to add up quickly. Rather than working an endless list, work is broken up, focused and then measured after it's shipped. Agile marketing is about results rather than opinion and responds to customer problems by providing timely, relevant content. How we used to work is long, drawn out marketing campaigns that were, in most cases, leadership opinion. They were poor performers compared to campaigns we ship today. The difference is work is done quickly as a team, shipped and measured. If it doesn't perform well it gets axed and it's on to the next problem to test.

    As far as integrating into other departments - Again, marketing and development produce something and having an organized, measurable framework helps those two disciplines. Could sales, training & support benefit? perhaps. I'm no expert and haven't given the agile business model for a spin, but Wayne Kernochan has and touches on agile marketing in the process - https://waynekernochanblog.blogspot.com/2012/04/draft-agile-business-manife...
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