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

Ewel, Jim

Hardcover

ISBN 10: 1119712033 ISBN 13: 9781119712039

Publisher: Wiley, 2020

Synopsis

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.

About this title

About the Author

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.

From the Back Cover

PRAISE FOR THE SIX DISCIPLINES OF AGILE MARKETING

"There is no 'if' every organization adopts Agile practices; there is only the question of 'when.' Jim's approach is battle tested with his experiences over the past decade helping companies make the evolutionary leap to Agile. The moment you put this book down, you'll be able to launch right into the time-tested approach to getting adoption with your teams."
JASCHA KAYKAS-WOLFF, President, Lytics, Former CMO, Mozilla

"Practical guidance and insight with immediate 'ROI' for marketing leaders in all stages of their Agile transformation journey."
STEPHANIE FERGUSON, Corporate Vice President, Microsoft

"There are two kinds of marketers today those that have embraced the shift to rapid iteration, and an outcome orientation (in a word: Agile), and those who are learning the hard way by being outplayed in the market. Jim Ewel has written a masterclass in Agile adoption, distilled from years of coaching growth organizations of all sizes through the transition."
PETER FRANCIS, Head of Global Growth at Qualtrics

"In the current economy, marketing teams have to evolve to keep pace with both rapidly changing customer expectations as well as faster product development cycles. Enter Agile Marketing. With The Six Disciplines of Agile Marketing, Jim has created a masterpiece for any professional looking to advance their skills in this new economy. You can open this book to any chapter to find practical advice grounded in true thought-leadership and firsthand experience."
EVAN LEYBOURN, CEO, Business Agility Institute

From the Inside Flap

The Agile management methodology has completely revolutionized the world of software development, and now it's expanding to the realm of marketing and beyond. Why is this simple set of principles so in-demand? For organizations of any size, in any industry, Agile infuses flexibility, creativity, and collaboration the absolute requirements for success in the fast-paced digital age. Pursuing long-term strategy through a set of rigid operational structures is no longer a competitive approach, plain and simple.

Today's winning marketing teams are those that can think on their feet, pivot at a moment's notice, and ride a continuous wave of new ideas. Agile is the perfect road to achieving those goals, and The Six Disciplines of Agile Marketing is the premiere how-to guide for marketing the Agile way. Penned by one of the nation's leading Agile marketing specialists, this book provides a clear, illustrated framework for shifting to Agile. This highly structured approach consists of six disciplines that organizations must cultivate, along with four organizational shifts that must occur for successful adoption of Agile in marketing environments.

Author Jim Ewel has developed his proven Agile marketing program in his work with over 60 organizations across sectors and sizes. With his help, anyone involved in marketing, sales, or product management can learn how to build continuous improvement and customer-centric practices into daily operations. The members of Agile teams are always learning, open to change, and engaged in creating remarkable customer experiences. This book shows marketers and marketing leaders how to move away from traditional marketing and into the Agile future.

Edition details

• Publisher: Wiley
• Publication date: 2020
• Language: English
• ISBN 10: 1119712033
• ISBN 13: 9781119712039
• Binding: Hardcover
• Edition number: 1
• Number of pages: 304