Stop Writing Marketing Plans

Marketing Plan

Marketing Plan (Photo credit: EmaStudios)

If you ever took an Introduction to Marketing course, you were probably asked to write a marketing plan. The promise of the maketing plan is seductive: if you tick off all of the compulsories – executive summary, situation analysis, SWOT analysis of your competition, objectives and goals, the Four P’s, implementation strategy and measurement – you will generate a guide to marketing success for the next six to twelve months. The problem is, marketing plans don’t work! I’m not sure they ever did, but they sure as hell don’t work now in this rapid-pace, always-on Internet and mobile environment. [Read more…]

People Trump Process

Trust

Photo courtesy of Vagawi

Sometimes it seems like Agile is all about the process: Scrum or Kanban or some ad hoc mixture of both. Particularly when you’re first learning about Agile, you can be intrigued or overwhelmed by the vocabulary related to process: sprints, ceremonies, sprint planning, sprint review, sprint retrospective, daily scrum, burndown charts, user stories, points.

But at SprintZero on Monday, I was struck by both the discussions and by the people involved, of the importance of attitudes, skill sets and trust. Agile isn’t all about the process; People Trump Process.

[Read more…]

The Making of a Manifesto

Agile Marketing Manifesto teamOn Monday, we held the first ever gathering of Agile Marketers at an event called SprintZero. There have been a number of wonderful summaries and recaps of the event (here for example). For whatever reason, I needed a couple of days to allow my own thoughts to crystalize.

Marketing at a Crossroads

Nearly all the marketers in the room felt that marketing is at a crossroads – we could continue down the well-marked road of big campaigns, clamoring for attention, shouting at our buyer’s like carnival barkers, or we could turn off on to the less-traveled path pointed to by scarecrows on a post like Seth Godin (Permission Marketing) and David Meerman Scott (The New Rules of Marketing and PR).

Old marketing is dead, but it simply won’t die. As Marty Smith said, when shouting doesn’t work, some just turn up the volume. We, Agile Marketers, will add our voice to the growing call for marketing to change – to become more attuned to customers, to become more permission-based, to become more transparent, and yes, to become more agile. [Read more…]

Warning: Agile Marketing Ahead

Agile Marketing

Image courtesy of https://atom.smasher.org/construction

In case you haven’t noticed, Agile Marketing is heating up.  I’ve been writing about Agile Marketing for just over a year now. In that time, I’ve seen daily references to the term Agile Marketing on my Google alert go from 3-4 a week to 3-4 a day.  We’re also about to hit an important milestone: on June 11th in San Francisco at the offices of MindJet, we’re going to hold the first ever gathering of Agile Marketers.  We have over 60 people registered, and we’re just about at capacity. [Read more…]

SprintZero and the Agile Marketing Manifesto

On June 11th in San Francisco, at the offices of MindJet, we’re going to hold the first ever gathering of Agile Marketing practitioners, which we’re calling SprintZero. I’m super excited. One of our goals will be to put together an Agile Marketing Manifesto. In preparation for this, Travis Arnold posted a roundup of Agile Marketing Manifestos.  Reading over Travis’s roundup, I’m struck by the role of the manifesto compared to the other elements that have made Agile Development such a success: the manifesto is the visible tip of the iceberg, but without the remainder of the iceberg, the principles and the methodologies of Agile Development, it would never have had such a big impact. [Read more…]