Agile Marketing

Increasing Marketing’s Metabolism

More and more Marketing organizations are realizing they need to be faster, more flexible/responsive and more collaborative in order to have a real impact on the business they’re supporting. More and more CMOs are looking at Agile Marketing as the way to modernize their organization. Organizations like Vistaprint, CA Technologies, EMC, Oracle, and Level7 use Agile Marketing to accelerate time from concept to live campaign, deliver more marketing content that performs better, and collaborate more effectively with inside sales teams.

Agile Marketing describes a mindset of continuous learning and validation, customer focused collaboration across functional silos, adaptive and iterative campaigns and more responsive/continuous planning.

We work alongside the pre-eminent thought leaders and practitioners who have pioneered the application of Agile to marketing. We passionately promote Agile around the world with education, certification, and implementation resources.

Agile Marketing Seal

Adapted from Smart’s The Agile Marketer. 2016.

Q: Why Agile?
A: Minimize the cost of change.

In the words of Roland Smart, the value of taking an iterative approach is that your original plan will not perfectly reflect what gets built. Because of the adjustments made during development, says the agile expert, the end result has already been tested.

This statement acknowledges three simple truths about development:

  1. It’s impossible to gather all requirements at the beginning.
  2. Whatever requirements you do have are guaranteed to change.
  3. There will always be more to do than time and money will allow.

With an Agile approach to development, you discover changes earlier, which reduces cost by absorbing the changes into the creation process.
In contrast, a waterfall approach means changes are incorporated late in the development process, making them more expensive. While Agile will not be suited for all of marketing’s activities, Agile rightly equips marketing for the digital profession it has become.

Adapted from Brinker’s Hacking Marketing. 2016.

Think Big, But Implement Incrementally

Marketing is already accustomed to setting direction using tools such as editorial calendars, messaging architectures, visualization guides, and other frameworks through planning cycles.

Introducing Agile to marketing links these durable tools with iterative campaign or journey development. Applied properly, Agile sets the structure for marketing planners to establish a north star (vision, themes, epics) while more fluid and rapid work is executed (stories, tasks) to positively impact customer behavior.

From Big Waterfalls to Small Sprints

Zee Jay Digital helps marketing put Agile in practice. We have the team, tools and experience to align marketing technology, marketing operations and marketing processes—and enable the cross-functional, self-starting, iterative effort that quickly identifies and delivers customer value. Agile Marketing Services:

Training

Prepare to go Agile by learning world-class delivery of standard curriculums. Workshops cover Agile Marketing fundamentals, Kanban, Scrum/ScrumBan, real life case studies, Agile at scale; and ongoing leadership development programs.

Strategic Assessment/Management Focusing Workshops

If you're considering Agile, we'll help you explore your context/pains, understand the Lean/Agile options and what implementing them in your environment will entail. Then we'll guide you towards a blueprint for implementation and change management approach that can actually work in your organization.

Coaching & Consulting

Regardless of whether you're just starting your Agile journey or trying to revitalize/boost, our small team of highly experienced Agile coaches will help you and your people deal with the many challenges of real agility.