The Six Disciplines of Agile Marketing Proven Practices for More Effective Marketing and Better Business Results

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.

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.

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

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