Get introduced to topics covered in this chapter which comprise the agile marketing playbook.
- My next door neighbor is a football coach. I find it really interesting that for each game, he wears a wristband with all the plays intended for that game. Its their playbook. The players wear these too. That way, everybody knows what everybody else is talking about. Just like in marketing, knowing what to do is always important. Agile represents a series of new tools and new mental models, new plays, for the marketing game, or the marketing playbook. So, our playbook is organized into three primary categories. There's strategy, there's implementation, and there's validation.
It's essential though to ensure these areas don't operate in individual silos but they rather work together on an ongoing basis. For continuous delivery. So, you also have to have the right work flow in place, any marketing program we've ever worked on included some level of strategy, certainly some level of implementation, and hopefully some data driven analytics to show how well the program worked. In other words the strategy and the implementation and the validation work in partnership with one another, so that together they create the strongest business outcomes possible.
From a strategy perspective, well, historically anyway, marketing campaigns have relied on the traditional creative brief. This is a document that works as that North Star for your project. As marketing programs have increasingly gotten more complex and more technical in nature, the traditional creative brief has come up short. The right strategy needs to establish a foundation and evolve over time. The implementation, which you might refer to as the production of your marketing projects generally occupy the line share of timeline and budget. And for a good reason.
As your marketing considers the right balance between the level of value and the level of effort so you can establish the right priorities and get things organizes. Now let's look at the vital role validation plays. Using the right data to show how your marketing programs are delivering business value is an important factor. You need quantifiable data. All of the hype about data from the past few years is certainly not hyperbarically. There's rock solid evidence now that shows data marketing is a mandate that all marketers have to get on board with, or be left behind.
And values, Agile is based on hard won experiences of what works in marketing to drive real business value. And what doesn't? This value system provides a framework to inform decisions and will lead the transformational results that you need in your 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