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

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 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.