Agile Marketing Manifesto

Manifesto for Agile Marketing Transformation   Netflix initiated the extinction of an established brand like Blockbuster, who’s next? This is the question that CMOs in non-Agile marketing teams should be asking themselves. It’s not about “if” but when new startups will take over your market share. In the UK, companies like Maplin and Toys R Us have both gone bankrupt,…

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Agile Marketing Team Structure

What is the optimal structure of an Agile marketing team?   Are you a team player? This question makes the theme of every interview process and is the no.1 determining factor behind every new hire. Imagine going into an interview and asking the hiring manager the reverse of the same question in the following series: Do you have defined team…

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What is Agile Marketing?

What is the meaning of Agile marketing?   There are different variations of the definition of Agile marketing. Quite a few definitions focus less on ‘marketing’ and a lot more on ‘Agile’. The focus of this article is on defining Agile marketing from a real-world perspective and this needs to be considered carefully because an inaccurate definition can create an inaccurate…

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Succeeding with Agile Marketing

Agile Marketing Planning Creating an Agile marketing plan is based on adding iterations and increments to the traditional marketing planning process. It requires aligning all the individual marketing functions to a common strategic objective while creating transparency about how individual objectives and key results align. Details of Agile Marketing Plan Most marketing strategies are focused on Customer acquisition, Engagement, Conversion…

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Agile Marketing With Kanban Boards

Kanban for Agile Marketing   What is Kanban? A Brief History Agile way of working is not restricted to software development teams because most of its practices originated from outside software. For people that don’t already know, Kanban is a term used to describe visual cards on a signboard ordered in such a way as to explain steps of a…

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How to Implement Scrum in The Context Of Marketing

Agile Marketing Scrum   Scrum in the context of the work by Professor Hirotaka Takeuchi and Professor Ikujiro Nonaka In 1986, Professor Hirotaka Takeuchi of Harvard Business School and Professor Ikujiro Nonaka of Hitotsubashi University published the article titled “The New New Product Development Game”. The article explained leadership and team practices in manufacturing companies like Honda, 3M and Toyota. The…

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Multitasking Reduces Productivity

Managing and prioritizing tasks in order of importance and urgency is a problem that is common to most professional. Every time we prioritize and arrange our plans for the day or week and start working on them, we get requests flying in from our line managers and colleagues requiring urgent attention and before we know it, we are neck deep…

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Agile for Non-IT Teams?

Before we start it is important to highlight that agile started in technical teams (software) but has been proven to work across teams in other areas as well. Agile started because of the high failure rate (80%) of projects and the fact that the final deliverables from these projects were not completely aligned to the initial customer requirements. This lead…

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Applying Scrum in Non IT Teams

Although Scrum had been in existence long before 2001, Jeff Sutherland and Ken Schwaber were the two individuals who pioneered and championed the adoption of Scrum in software development. This article will explain the Scrum framework in the context of non-IT software teams and as such it aims at a non-technical audience. I often get asked: ‘Femi, what exactly is…

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Suggested reading for Agile marketing teams

Recently I was asked to recommend my ‘best books’ for marketing teams looking to adopt agile ways of working. As you are probably already aware, there are different agile frameworks that can be applied to marketing, either standalone or as a mix. Some teams simply apply Scrum or Kanban in their pure form, while others apply Scrumban – a mix…

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What is Business Agility?

Depending on who you ask, you will probably get different definitions of business agility based on their own perspective of what agility means. The common themes around the definition of business agility centre mostly around the speed at which organizations adapt and respond to changes within the business environment. In the context of Agile specifically, the definition of business agility…

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Challenges with applying Scrum in marketing

The first part of this article will sound geeky because it provides an overview of Scrum in software development. In the following section we then discuss Scrum in the context of marketing and the agile marketing case study we present will not be the usual type of sweet story everyone shares, but will focus on the issues marketing teams will…

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How to create agile marketing teams

Agile started in the software industry, when a group of thought leaders combined their vision and experience to create the Agile Manifesto. This group of individuals created 4 values with the objective of improving the software development process. From a marketing perspective, the agile manifesto was first interpreted to align with marketing teams in 2012 and the content is available…

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