Agile software development has been around for decades now. As learned from previous ADAPTOVATE reports, Agile is now finding strong growth in industry and functions outside of software development. In this mini-series we will be exploring “What is Agile…” in different functions, and why it’s working well, and how you can implement today.
Download the What is Agile Marketing report.
Agile Marketing
Agile marketing is the next level of customer-centric marketing for organisations of every type. It’s a framework that emphasises the value of learning and constant iteration over opinions and conventions.
Chris MacLeod, a senior consultant in ADAPTOVATE Sydney says, “It’s about customer-centricity, iteration, constant improvement, and never-ending experimentation. Think of it as the opposite of the MadMen/Don Draper approach.”
By taking the Agile approach in software development and then using that inspiration and thinking in Marketing, we are able to create new ways of working and new models for Marketing functions.
Why would you implement Agile Marketing?
There are two reasons why marketing should think about agile:
• Current ways of working are not delivering value. There are long lead times to see value and benefits. We need to get faster output to customers, get feedback and iterate.
• External factors mean the organisation