![]() The agile framework prioritizes responding to change over following a static plan.Īgile marketing is workflow and project management philosophy, not a project management system. The agile framework prioritizes cross-functional collaboration and avoids silos and hierarchies. Prioritize dataĪgile framework values data and experimentation over opinion and convention. Deliver quicklyĪgile teams deliver value early and often avoid perfectionism. Value outputs over inputsĪgile teams focus on outcomes, not internal activities. The five core values can be summarized as follows: 1. The Agile Marketing Manifesto outlines its core values. Agile principles, however, can help businesses of all sizes break large projects down into discrete units, continually improve results, and quickly pivot in response to internal or external changes. There’s information in the name: The ideal agile marketing team is nimble, efficient, and precise.Īgile marketing processes are popular with big companies: Apple, Microsoft, Procter & Gamble, and IBM all subscribe. What is agile marketing?Īgile marketing is a tactical marketing approach that prioritizes speed, collaboration, flexibility, testing, and delivering value to the end user. Although many companies set annual marketing plans, the most effective marketing teams work toward a long-term strategic vision while constantly testing their assumptions, adjusting campaigns to optimize results, and remaining responsive to marketplace changes. Agile principles are particularly valuable for long-term projects with high levels of uncertainty, a description that includes many marketing functions. ![]() Over time, organizations adapted the agile framework to support other business activities. Agile software development teams would be collaborative, cross-functional, self-organized, and focused on quickly creating and testing discrete project units. ![]() Tired of rigid, top-down workflows and long project cycles that maximized the distance between the initial concept and delivery to the customer, the framework’s creators proposed an alternative. The agile framework is a method for organizing and executing work that was initially created and tested in the software development field.
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