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Agile Marketing

Defining Agile Marketing

In this article we will try to define the approach known as “Agile Marketing” – The application of ideas from the world of “Lean/Agile Software Development” to the world of marketing with the aim of achieving marketing agility.

What ISN’T Agile Marketing

First, a couple of clarifications and myth-busting. Agile Marketing isn’t reactive marketing. Agile Marketing isn’t about how you react in a Marketing/PR crisis (ask United about those) or real-time opportunity (you can ask Oreo about those). I don’t mean that you can not/shouldn’t deal with those when you’re doing Agile Marketing, but it isn’t what Agile Marketing is about.

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Agile Marketing

Better late than never

It took us some time, but the slides from our (Steve Wolfe from CA and myself) December talk in the Boston Agile Marketing meetup are finally publicly available.

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Agile Marketing

Do you NEED to Scale Agile Marketing? (Scaled Agile Marketing Series – Part 3)

In earlier posts in our Scaled Agile Marketing, we looked at whether you even need Agile Marketing and then what typically triggers a serious discussion about Agile Marketing. In this post, we move to the next step – figuring out if you need Scaled Agile Marketing.

So – Do you need Scaled Agile Marketing? 

Scaling isn’t just a function of the number of people in the marketing organization. It’s more a function of how many marketers need to work together as part of one customer journey/experience.

Let’s look at an example. In the diagram below you can see a typical marketing organization that would possibly have a need for some scaling approach. They have agile teams that cross-cut the different marketing functions – focusing on delivering marketing value/impact for a specific product/customer journey rather than focusing on a specific marketing function/task.

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Kanban

Ba – A sense of togetherness – Amplified by Music

When teaching SAFe (The Scaled Agile Framework) we talk about “Ba” – the sense of togetherness and connectedness that amplifies the performance of teams and larger groups (e.g. Agile Release Trains).

This week when visiting Leankit (To teach an Implementing SAFe 4.0 SPC4 class to their Customer Success coaching team) I had the opportunity to see their Sweep ceremonies (Sweep ~= Program Increment) – a Demo and Business Context event for the whole company.

The sense of “Ba” – people having fun together, enjoying their week together, and working towards the company’s mission, was in the air.

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Insights

PI Planning Magic!

Earlier this month I was helping a software organization in an Israeli defense organization (that’s why there are no pictures) run their first PI Planning event. The day after I told my colleagues at Agilesparks that this is one event I will try to remember whenever I get into difficult times doing coaching, something that happens from time to time, coaching being what it is. I will try to remember that day because of the magic that happened somewhere around noon. And I want to tell you all about it.

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