Huge increase in complexity requires new ways of working
A number of factors have led to Marketing facing a dynamic that is unprecedented.
- The number of contact points and social medias has exploded
- The increase in the digital marketing has led to a multiplication of “content” to be produced and maintained
- Multiple platforms requires multiple technologies must be able to walk in communication with customers / consumers
- The number of software solutions for managing digital behavior customer knowledge has exploded
- Data on digital behavior has exploded
What is Agile Marketing?
The aim of Agile Marketing is to improve the speed, adaptability, predictability, transparency in the marketing function and not least the optimum use of human and financial resources. Agile Marketing is a form of work for execution of marketing activities inspired by the principles of agile IT development.
The Agile Marketing Manifesto is based on the following principles:
- Validated learning over opinions and conventions
- Customer focused collaboration over silos and hierarchy
- Adaptive and iterative campaigns over Big-Bang campaigns
- The process of customer discovery over static prediction
- Flexible vs. rigid planning
- Responding to change over following a plan
- Many small experiments over a few large bets
A showdown with the classic working pricipples
Agile Marketing is largely a showdown with the classic work priciples from “waterfall” or project based execution of marketing activities. Agile Marketing is a working method that allows dynamic re-prioritization of activities, while providing better quality, higher resource utilization and increased speed.
What we do
We develop leaders and employees to work with the agile model as a tool for rapid and focused marketing activities.
Implementing the Agile Marketing Model
Together we define how the Agile Marketing Model fits Marketing‘s current and future needs in order to handle media platforms, access points, content, SEO, Big Data etc. Next we make a training and implementation plan for the required organizational changes.
Training of Agile Marketeers
As part of the implementation, we come with fully developed training materials for permanent roles as Marketing Product Owner, Marketing Sprint Master and Agile Marketing Team. These act as a lever for implementation of the new ways of working while the indivual roles are anchored with every employee.