This video provides a short background on agile and why it has emerged as a best practice for marketing.
- To really understand Agile, let's take a look at how it emerged. Once upon a time there was a group of software developers who were tired with the inefficiencies of the way most software projects were run. Up until this point, most projects ran with the discovery period at the beginning, and this is where the requirements were defined for the project. It was a laborious process and one that didn't allow for a lot of interaction from the market itself. So this group of developers wrote a manifesto, defining a better way of approaching software development projects.
It's called the Agile Manifesto. Now tightly associated with Agile is Lean Manufacturing. This was made popular by Toyota a few decades ago. Lean is simply an overall management philosophy, focused on creating efficiencies. In part, it assesses what adds value and works to reduce everything else. It also looks to shorten development cycles by doing hypothesis-driven experimentation and then validated learning. So, the Agile software methodology looks at a progressive way of moving a project from A to Z, allowing for an organic, ongoing dialogue between the project team and the users of the product itself.
And the Lean Manufacturing methodology looks at how those things are going to create the greatest value. Okay, so let's mash those two things together, and what we get is Agile Marketing. Here are the fundamental principles that emerge. First, data is more important than ever. With the big data revolution and a democracy of data, organizations are looking to monetize. Then, there's customer centricity. Stellar examples of customer-first thinking by companies like Amazon have really set the bar on how important that is.
ROI and the overall impact of your marketing programs are also very important. Marketing must drive business performance, and that business performance has to be effectively shared by the marketing teams to the board and to the C-Suite. Today, the Agile approach isn't just for software projects. Agile and Lean are making their way into all different parts of the organization. It's really a revolution that's happening. And no other discipline has as much to gain as marketing.
- Who needs agile marketing?
- Triangulated vs. circular workflows
- Core values of agile marketing
- Data's role in marketing
- Analytics for agile marketing
- Reviewing best practices for data-driven marketing
- How to effectively bring a team together
- Using agile marketing tools