Six Disciplines of Agile Marketing Proven Practices for More Effective Marketing and Better Business Results
Produktdetaljer
Biografisk notat
JIM EWEL is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile Marketers and co- authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile marketing. Jim runs an Agile marketing consultancy, where he has helped over 60 organizations adopt Agile Marketing.
Transform your organization using Agile principles with this proven framework
The Six Disciplines of Agile Marketing provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization.
The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include:
- Aligning the team on common goals
- Structuring the team for greater efficiency
- Implementing processes like Scrum and Kanban in marketing
- Validated Learning
- Adapting to Change
- Creating Remarkable Customer Experiences
The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include:
- A shift from a focus on outputs to one based on outcomes
- A shift from a campaign mentality to one based on continuous improvement
- A shift from an internal focus to a customer focus
- A shift from top-down decisions to de-centralized decisions
Perfect for anyone in a leadership position at a marketing agency, The Six Disciplines of Agile Marketing also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile.
Foreword xi
Preface xv
Part I: Overview 1
Chapter 1: Challenges Facing Marketers Today 3
Chapter 2: What Is Agile Marketing? 12
Part II: The Six Disciplines 23
Chapter 3: Introduction to the Six Disciplines 25
Chapter 4: Overview of an Agile Marketing Adoption 30
Chapter 5: Alignment 34
Chapter 6: Structure 49
Chapter 7: Process Management 63
Chapter 8: Scrum 72
Chapter 9: Kanban 95
Chapter 10: Scrumban 111
Chapter 11: Validated Learning 119
Chapter 12: Adapting to Change 132
Chapter 13: Creating Remarkable Customer Experiences 141
Part III: The Four Shifts 149
Chapter 14: Introduction to the Four Shifts 151
Chapter 15: From Outputs to Outcomes 154
Chapter 16: From Campaigns to Continuous Improvement 161
Chapter 17: From Internal Focus to Customer Focus 165
Chapter 18: From Top-Down to Decentralized Decision-Making 180
Part IV: Succeeding with Agile Marketing 189
Chapter 19: Building Support for Agile Marketing 191
Chapter 20: Agile Kickoff: The First Six Months 199
Chapter 21: Sustaining Agile Marketing 206
Chapter 22: The Role of the Agile Leader 211
Chapter 23: Integrating Agile with Traditional Marketing Methods 222
Chapter 24: Scaling Agile Marketing to Large Teams 226
Chapter 25: The Future of Agile Marketing 243
Endnotes 247
Bibliography 255
Acknowledgments 262
About the Author 264
Index 267
PRAISE FOR THE SIX DISCIPLINES OF AGILE MARKETING
"There is no 'if' every organization adopts Agile practices; there is only the question of 'when.' Jim's approach is battle tested with his experiences over the past decade helping companies make the evolutionary leap to Agile. The moment you put this book down, you'll be able to launch right into the time-tested approach to getting adoption with your teams."
JASCHA KAYKAS-WOLFF, President, Lytics, Former CMO, Mozilla
"Practical guidance and insight with immediate 'ROI' for marketing leaders in all stages of their Agile transformation journey."
STEPHANIE FERGUSON, Corporate Vice President, Microsoft
"There are two kinds of marketers todaythose that have embraced the shift to rapid iteration, and an outcome orientation (in a word: Agile), and those who are learning the hard way by being outplayed in the market. Jim Ewel has written a masterclass in Agile adoption, distilled from years of coaching growth organizations of all sizes through the transition."
PETER FRANCIS, Head of Global Growth at Qualtrics
"In the current economy, marketing teams have to evolve to keep pace with both rapidly changing customer expectations as well as faster product development cycles. Enter Agile Marketing. With The Six Disciplines of Agile Marketing, Jim has created a masterpiece for any professional looking to advance their skills in this new economy. You can open this book to any chapter to find practical advice grounded in true thought-leadership and firsthand experience."
EVAN LEYBOURN, CEO, Business Agility Institute
The Agile management methodology has completely revolutionized the world of software development, and now it's expanding to the realm of marketing and beyond. Why is this simple set of principles so in-demand? For organizations of any size, in any industry, Agile infuses flexibility, creativity, and collaborationthe absolute requirements for success in the fast-paced digital age. Pursuing long-term strategy through a set of rigid operational structures is no longer a competitive approach, plain and simple.
Today's winning marketing teams are those that can think on their feet, pivot at a moment's notice, and ride a continuous wave of new ideas. Agile is the perfect road to achieving those goals, and The Six Disciplines of Agile Marketing is the premiere how-to guide for marketing the Agile way. Penned by one of the nation's leading Agile marketing specialists, this book provides a clear, illustrated framework for shifting to Agile. This highly structured approach consists of six disciplines that organizations must cultivate, along with four organizational shifts that must occur for successful adoption of Agile in marketing environments.
Author Jim Ewel has developed his proven Agile marketing program in his work with over 60 organizations across sectors and sizes. With his help, anyone involved in marketing, sales, or product management can learn how to build continuous improvement and customer-centric practices into daily operations. The members of Agile teams are always learning, open to change, and engaged in creating remarkable customer experiences. This book shows marketers and marketing leaders how to move away from traditional marketing and into the Agile future.
Produktdetaljer
Biografisk notat
JIM EWEL is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile Marketers and co- authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile marketing. Jim runs an Agile marketing consultancy, where he has helped over 60 organizations adopt Agile Marketing.