From the course: Agile Marketing Foundations

Core values of agile marketing

From the course: Agile Marketing Foundations

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Core values of agile marketing

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- Sometimes knowing the right thing to do or the right next step to take means having a set of values. This way, even there isn't an operating procedure, you can consider what options that you have to determine the best path forward. Think about how to save or invest your money for example, there aren't really any hard and fast rules are there? You have to determine what's important to you and make decisions based on those. So, let's look at the fundamental values for agile marketing so that you can keep those in your back pocket when faced when having to think things through. William Deming, a brilliant statistician, and engineer has two quotes that are really helpful here. Here's the first, "It's not enough to do your best, "you must know what to do, and then do your best." I like that because it speaks to having a strong methodology for marketing, which agile provides. He also said, "In God we trust; all others, bring data." In agile marketing, this is a great quote to live by because it's important to use data to inform decisions. Consistently putting the data first will align your efforts to achieving business value. What does the data say is a question should you constantly be asking yourself, asking your teams, asking your marketing overall. Another tenent of agile marketing is that you want to move forward in small steps. The notion of continuous delivery is key. Don't keep a marketing campaign from the market based on speculation, get your campaigns out to the market. Get them out there quickly and have the market steer you in the right direction. Agile is all about creating value as quickly as possible. When working to assess what makes the cut for your next iteration or for your next minimum viable campaign, look at the relative value of each item on your to-do list. That's going to help you to keep your priorities organized. By assigning rank order and balancing the level of value with the level of effort, you'll be able to establish clarity on which to-do items should move to the doing column. And obviously, we live in the era of extreme transparency. The companies that are winning today are in tune, if not completely obsessed with how to create value for their customers. Marketing need to follow suit. You need to deliver brand experiences and activations that customers just love. Agile marketing makes a point to clearly show the business value that it created. In this way, you can build trust in what marketing can do to drive growth.

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