Agile Marketing How-To Guide
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Demand MetricAgile Marketing How-To Guide
Uploaded by
Demand MetricAgile Marketing
HOW-TO GUIDE
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Table of Contents
So, What Exactly Defining Your Team
4 18
Is Agile Marketing? and Roles
Why Agile Marketing? 6 Creating a Backlog 19
Agile Marketing Results 10 Review Process 20
Getting Started with
Agile Marketing Manifesto 13 24
Agile Marketing
Glossary of Terms 15 Action Plan 29
How Agile Marketing Works 16
A G I L E M A R K E T I N G H O W -TO G U I D E 4
So, What Exactly Is
Agile Marketing?
Agile Marketing is a powerful and proven tactical approach to improve the
processes that empower your marketing team, encouraging constant and
swift growth.
An Agile approach allows teams to be more capable to adapt to real-time
marketing challenges or opportunities.
Not only does the Agile process improve a teams speed, but it encourages
transparency and rewards adaptability, ultimately leading to happier and less
stressed team members and more consistent results.
In an Agile Marketing process, the team discovers and then focuses their
collective efforts on the projects that matter most; completing these
together cooperatively.
A G I L E M A R K E T I N G H O W -TO G U I D E 5
So, What Exactly Is Agile Marketing?
The goal with Agile Marketing
Agile Marketing is based on the Agile approach to project management is to continuously and
often used in software development to encourage programmers to focus incrementally improve
on incremental progress over building bigger projects, that take longer to
complete, and may be irrelevant or unnecessary after they are completed. over time, and consistently
By focusing on projects incrementally, the results are available much quicker, measure the impact completed
allowing the teams to test and analyze the outcomes before investing more
projects provide.
resources in that area.
This approach has been so successful helping teams get faster and more
efficient that the Marketing world has begun implementing it on marketing
related projects, with equally great results.
A G I L E M A R K E T I N G H O W -TO G U I D E 6
Perception of the
Why Agile Marketing Function:
Marketing? 22%
Cost
center
14%
Profit
center
Negative Perception of Marketing
■ No Defined Strategy 33% 31%
Revenue Revenue
■ Reactive vs. Proactive neutral contributors
■ Difficulty Getting Budget
Over 50% are not Only 14% of
■ Viewed as a Cost Center able to quantify Marketing
contribution to departments
■ Not Taken Seriously revenue or are are viewed as a
viewed as a “Profit Center”
“Cost Center”
A G I L E M A R K E T I N G H O W -TO G U I D E 7
Why Agile Marketing?
Only 27% of Marketers are very
happy with the way their team
Process Issues manages projects.
How happy are you with your marketing
■ Transparency & Accountability
organization’s approach to managing projects?
■ Meetings Aren’t Productive
■ Prioritization Issues 73% 27%
Somewhat / Very /
■ Inconsistent Execution Not At All Happy Extremely Happy
■ Undefined, Ad Hoc Processes
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