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.
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
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