Marketing. A never-ending river of tasks. How do you make sure you get enough done without drowning your team? Or, to mix metaphors, burning them out. I’d like to introduce you, as a marketing leader, to the idea of pace, or what some people call tempo. I often hear these two terms bandied about while I’m watching Premier League soccer early on weekend mornings in my office (my way of procrastinating before I get down to writing). The idea is that the dominant team sets the tempo and thereby … [Read more...]
Joel York on Agile Marketing
I don't do a lot of interviews here in Matthews on Marketing, but I recently caught up with an old marketing comrade, Joel York, to find out more about his new agile marketing project. TM: To set some context, what is 'agile marketing'? JY: Agile marketing is a set of agile marketing management disciplines that maximize marketing’s ability to respond rapidly and effectively to change. The basic premise is that if you are marketing in an industry characterized by rapid change and shifting … [Read more...]
Six Lessons Learned Managing Agile Marketing Teams
Are you interested in adopting agile marketing, but unsure if it will fit with your organization’s culture? Or, perhaps you started and it’s not working. Having practiced agile for several years now, I can fully recommend it, but there are few gotchas to avoid. For those still not familiar with the concept of agile marketing, which is borrowed from software development, the idea is to create time-bound sets of objectives, prioritize them critically, and measure achievement frequently. Here’s … [Read more...]
Marketingspeak: What is ‘Agile Marketing’?
Have you noticed the growing 'Agile Marketing' trend? Adapted from a popular software development methodology, agile marketers set goals and objectives monthly and work on them in monthly “sprints.” The idea behind agile marketing is to adapt quickly and achieve results fast. It is suitable for companies that are in rapidly changing, perhaps highly competitive, markets. Even if a company chooses to work in this way, an annual plan that sets the “arc” for the year is still a good idea. Also, … [Read more...]
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