The Three Layers of Agile Marketing
An Agile marketing ecosystem is a marketing delivery ecosystem in which the enterprise and marketing team collectively identify high value work efforts. These efforts are aligned with the overarching marketing strategy and take into account customer acquisition/retention goals that contribute to the broader enterprise strategy.
The Agile Marketing Ecosystem
As previously mentioned, the methodology is the foundation of the entire ecosystem. A weak foundation means a weak ecosystem. The Agile Marketing Methodology is supported by a number of key values that have a specific set of primary principles.
The values supporting Agile Marketing are:
The principles that uphold these values are:
Through the application of agile marketing principles teams can deploy sprints (short, finite periods of focused work) to complete those projects cooperatively. After each sprint, they measure the impact of the projects and then continuously and incrementally improve the results over time.
Why Does Agile Marketing Work?
Put simply, we leverage agile marketing principles and practices to provide clarity on what needs to be done.Self-organized, cross-functional teams drive accountability and measurable progress though manageable deliverables, which translate into well-tested parcels of value.
How do you get there and start seeing benefit of Agile Marketing?
Start with understanding where you are today. Familiarize yourself with the overall values and principles that support the framework. Find a top to bottom slice of your marketing portfolio and start there. You will need to take a prescriptive approach to integrating your new method within existing legacy infrastructure. Set up controlled experiments for your team and measure their success (or failure). Celebrate and build on the experiments that work, kill the ones that don’t. Success is best measured when efforts are carefully aligned with the vision and objectives of the enterprise.