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 …
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 …
Case studies in agility in marketing from the 2023 Agile Business Awards including NatWest, Save the Children UK, and Saba
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 …
What is the Role of an Agile Champion in Marketing? Read More »
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 …
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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