Six Disciplines of Agile Marketing - Proven Practices for More Effective Marketing Better Business

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.

Sommario

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

Info autore

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.

Riassunto

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.

Dettagli sul prodotto

• Autori: Jim Ewel
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 31.12.2020
• EAN: 9781119712039
• ISBN: 978-1-119-71203-9
• Pagine: 304
• Categorie: Scienze sociali, diritto, economia > Economia > Management; Marketing, Marketing management, strategisches marketing, Business & management, Wirtschaft u. Management, Strategic Marketing, Marketing / Management