Comments on: Agile marketing for a world of constant change https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/?utm_source=rss&utm_medium=rss&utm_campaign=agile-marketing-for-a-world-of-constant-change Marketing Technology Management Sun, 06 Apr 2014 15:58:56 +0000 hourly 1 https://wordpress.org/?v=6.2.4 By: Dave Nicholas https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-141618 Sun, 06 Apr 2014 15:58:56 +0000 https://chiefmartec.com/?p=400#comment-141618 Adopting agile marketing will likely [a]ffect them, and even though the effects will be positive, changes always take some getting used to.

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By: Rodrigo Silveira https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-80684 Mon, 06 Jan 2014 19:07:52 +0000 https://chiefmartec.com/?p=400#comment-80684 This is an excellent article exploring the integration of agile and marketing. I have a couple of minor itches with it. Marketing is not about delivering content; marketing is about conceptualizing, developing, and collaborating on the deploying of strategy to prospect, acquire, and maintain customers. A mechanical approach to be good at delivering content will miss the mark, by a wide margin. The agile discussion related to software engineering is again focused on the mechanics of building artifacts, like marketing content. Building software is a bit more complex than that, without a superb vision, and a robust design, there is nothing a good agile process can do to help it; the same is true for marketing.

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By: Agile Marketing Is The Perfect Management Framework For Big Testing https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-14274 Wed, 27 Mar 2013 16:02:47 +0000 https://chiefmartec.com/?p=400#comment-14274 […] If you aren’t yet familiar with agile methodologies and how they can be applied in marketing, you might find the following slides, from a presentation I recently gave at the Marketing Operations Executive Summit, helpful. I’ve also written a 6,000-word accompanying essay that recreates my talk in full, Agile Marketing for a World of Constant Change: […]

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By: Laura Greeno https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12899 Thu, 21 Mar 2013 22:19:06 +0000 https://chiefmartec.com/?p=400#comment-12899 So, so good Scott! Test & Learn baby.

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By: Technology should support your goals, NOT slow you down! - https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12838 Thu, 21 Mar 2013 17:08:40 +0000 https://chiefmartec.com/?p=400#comment-12838 […] velocity of change. This is why we now hear so much about the importance of real-time marketing, agile marketing, or the need for a fast corporate metabolism. The point of good marketing technology is to enable […]

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By: All you need to know about agile marketing « Loopfuse Marketing Automation Blog – The Mouth of the Funnel https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12608 Wed, 20 Mar 2013 18:41:16 +0000 https://chiefmartec.com/?p=400#comment-12608 […] shared his deck from the Marketing Operations Executive Summit and it is jam packed with great stuff on […]

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By: Deanna DiCristo https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12602 Wed, 20 Mar 2013 18:15:39 +0000 https://chiefmartec.com/?p=400#comment-12602 Scott – Thank you for sharing this presentation with those of us who weren’t in attendance at the Summit. I appreciate your breakdown of marketing components that would be ideal for agile marketing. In simply answering the “how and where do I start?” question for interested marketing teams, you’ve encouraged adoption of this approach. Success in embracing new processes or technologies or tools must first come from a change in one’s behavior, a decision to do things differently. Thanks for pointing out ways to do just that with agile marketing.

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By: Tom Warda https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12596 Wed, 20 Mar 2013 17:43:26 +0000 https://chiefmartec.com/?p=400#comment-12596 Philosophically sound and logical…I agree with the forgone conclusion…that flexibility in a rapidly changing environment enhances successful decision making. A process always leads towards scalability and optimization. My interests lie primarily with client interaction and extracting business intelligence from those interactions. I teach that those client interactions form and shape the structure of your business. Everything else is just a detail…..great presentation…enjoyed the new info….keep up the good work!

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By: Scott Brinker https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12585 Wed, 20 Mar 2013 16:36:38 +0000 https://chiefmartec.com/?p=400#comment-12585 Hi, David.

I believe that the session was recorded — I’ll let you know if/when they make a video available. I’ll also be talking about this again next month at the Marketo User Summit and in an ion interactive webinar that everyone is welcome to attend. Check http://ioninteractive.com for the webinar info.

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By: Scott Brinker https://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/#comment-12584 Wed, 20 Mar 2013 16:29:03 +0000 https://chiefmartec.com/?p=400#comment-12584 In reply to michaelkelly5.

Thanks, Michael — glad you liked it.

Strong command-and-control organizations generally find it more challenging to adopt “agile” management methods than organizations that have more of a collaborative or cultivating culture. But some “lean” approaches like Kanban — related to agile, but a little different — can work well in control-driven cultures. Here’s a great article by Michael Sahota on just that (in the context of agile software development, but I believe it’s generally applicable to management of other functions):

http://agilitrix.com/2011/04/kanban-aligns-with-control-culture/

I don’t believe that an organization has to adapt agile in all of its departments in order to have success with agile. Many organizations have been successful using agile software development on their product teams without that methodology being adopted elsewhere. Actually, there are probably many functions within most companies that aren’t a great fit for agile — more “simple” or “complicated” functions in David Snowden’s model. Adopt it only where it makes sense and makes the team more effective.

Definitely not an ‘all-or-nothing’ proposition.

That being said, given the way the world of business is changing — whether individual business choose to recognize it or not — I do think it’s a good idea for senior management teams to think long and hard about agile and lean management values and how they may be able to incorporate them more broadly into their culture.

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