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Agile Marketing

January 31, 2011, 6:16 PM

I want to share with you a more personal update today -- a new practice we've developed which has improved the marketing efforts at my company.

We've recently begun practicing Agile Marketing. A choice we made several months ago that has improved both our process and output.

I wanted to share with you this process, which Mike Axinn from our team recently put together a two-and-a-half minute video introducing this concept. Here's our VP of Marketing, Jascha Kaykas-Wolff giving an introduction to Agile Marketing.

Probably the most important part of the model is breaking your work (and analysis of success) into smaller chunks. We operate against short "sprints" internally, which gives us much shorter timelines to complete chunks of work and evaluate success. This allows us to make iterative course corrections much more quickly.

Remember, a plane going from California to Hawaii is off course 99% of the time, but is making constant adjustments back towards the destination. A marketing team is no different; by shortening the feedback loop, you give yourself less ability to get off course.

Not many people out there practice Agile Marketing, and I'd love to hear your take on it:

  • Do you practice agile marketing?
  • Could your team adapt to an agile model?
  • What are your biggest challenges in shortening your feedback loop?

This video was initially posted on our corporate blog. If people find it valuable, we'll continue sharing a series of updates on the processes we're building, the lessons we're learning, and the benefits we're seeing. Feel free to share your request for this in the comments on our original post.


Agile Marketing

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