Marketing Agility

Embracing Autonomy: The Key to Marketing Agility

Is autonomy, or empowerment as it is sometimes described, key to achieving marketing agility? Some studies have concluded that it is. Kalaignanam, Tuli, and Gall concluded that “flexible structures that promote cross-functional collaboration and cross-pollination of knowledge are crucial for enabling marketing agility at an organizational level.” This can be even more important when the […]

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The Value of Focusing on Outcomes Over Outputs

Marketing Agility / Jim Ewel

When I first began practicing Agile, a colleague told me, “I’m impressed by all of the work that your team is producing. But is it producing business results? Or are we running multiple campaigns and generating additional content without generating more leads and revenue?” In other words, were we focused on the outputs of marketing

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Agle marketers doing gymnastics on a road

Your First 60 Days Toward an Agile Marketing Transformation

Agile Marketing, Marketing Agility / Melissa Reeve

Ready to give Agile marketing a try, but not sure how to begin? If you’re contemplating where to start, here’s your guide to the crucial first 60 days of the journey towards becoming an agile marketing team. Note that while this covers the first 60 days, Agile journeys are meant to be ongoing, focused on

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Achieving Better Marketing Outcomes

Agile Marketing, General Marketing, Marketing Agility / Jim Ewel

Introduction Traditional marketing begins with business objectives and develops marketing campaigns to deliver results. Outcome-based marketing starts with customer outcomes – defining what the customer is trying to achieve, designing customer experiences around those outcomes, and achieving business outcomes as a result of delighting customers. Traditional marketing tends to be short-term focused; Outcome-based marketing tends

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The Heart of Agile

Marketing Agility / Jim Ewel

In 2016, Alistair Cockburn, one of the signers of the Agile Manifesto for Software Development, wrote a piece called “The Heart of Agile.” If you haven’t read this 4-page document, I encourage you to do so. Alistair felt that Agile had lost its way. Agile needed to get back to core principles, and he identified

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Agile Marketing: Case Studies in Excellence

Interviews, Marketing Agility / Jim Ewel

Case studies in agility in marketing from the 2023 Agile Business Awards including NatWest, Save the Children UK, and Saba

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What is the Role of an Agile Champion in Marketing?

Agile Marketing, Getting started, Marketing Agility / Jim Ewel

Every Agile adoption in marketing needs an Agile Champion. Sometimes more than one. The Agile Champion can be a senior leader, a mid-level manager, or even a well-respected individual contributor. While positional power may make some of the roles of the Agile champion easier, the Agile champion can’t rely on positional power. They influence through

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Supporting Marketing Agility

Marketing Agility / Jim Ewel

All the Tools You Need to Succeed Today we are announcing our Supporters program for those who want to support marketing agility. As a member of the Agile Marketing Alliance, we hope you agree that Agile represents a better way of working. To that end, we’ve created a way to support people’s learning journey while

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Agile vs Agile

Marketing Agility / Jim Ewel

Agile vs agile I was struck recently by a comment on the Agile Marketing Facebook group: “Is there any other kind of marketing? I guess I missed out because I never went to work for one of the big old slow agencies. I always worked at small agencies and small companies which had startup mentalities.”

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