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Business:Management
Half the Fire Drills with Agile Marketing | Business Agility Series
2020-02-20
Stacey Ackerman, founder of Agilify Coaching & Training, got her start in marketing and is now blending the two. Like so many, marketers used to think of agile as “a software thing” and lived in a world where, as Ackerman puts it, “everything was an emergency” and there was no prioritization. This is what she calls “hair-on-fire marketing.”
Today, marketers and marketing teams can take small yet purposeful steps toward agility. Ackerman offers traditional antipatterns – blasting all users, sticking to the plan – as well as some enticing marketing takes on agile classics, including:
– Minimally viable persona “to understand our customers in a faster way so this doesn’t become a stage gate and hold up our marketing efforts.”
– Brief briefs
– Customer stories, instead of user stories
– And (above all) prioritization – “if there was anything I would recommend, it would be just that.”
Accenture | SolutionsIQ’s Leslie Morse hosts.
Resources:
– Martech Today (blogs by Ackerman on agile marketing available)
– “The Agile Marketing Experience” podcast with Alan Annis
– “The Agile Marketer” by Roland Smart
The Agile Amped podcast is the shared voice of the Agile community, driven by compelling stories, passionate people, and innovative ideas. Together, we are advancing the impact of business agility.
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