In 2012 a crew of marketing folks, of which I was one, spent a day hashing out how to apply agile and lean principles and practices to marketing teams. One of the key takeaways was a written proposal for an Agile Marketing Manifesto.
Authors of the Agile Marketing Manifesto, SprintZero, June 2012
We wrote an Agile Marketing Manifesto as the original Manifesto for Agile Software Development is geared squarely at software development teams and didn’t really fit:
We are uncovering better ways of developing software by doing it and helping others do it.
I spoke at the Integrate Marketing Summit last week and over the past few days I’ve been thinking about the Agile Marketing Manifesto. I keep thinking we should have left with something simpler, more concise. Cutting away the duplication I wound up with the following. I am presenting it to you as an iteration on the original, perhaps the Manifesto for Agile Marketing v2?
Manifesto for Agile Marketing
We are discovering better ways of creating value for our customers through new approaches to marketing
Validated learning over opinions and conventions
Customer collaboration over silos and hierarchy
Responding to change over following a plan
Meaningful experimentation over minor optimisation
What do you think? React on Twitter:
Over the past 18 months Fabiana Azevedo, Austin Walne, Paul Willard and I have been running and building the San Francisco Agile Marketing meetup. We’ve had a bunch of great speakers and learned a tonne of stuff applying agile and lean practices and principles to marketing.
In 2014 we’ll continue the conversation around agile marketing. If you’ve not given any thought to applying agile techniques to the world of marketing world then now is the time – show your support for an Agile Marketing event in 2014. The goal: take you from 0 – 100kmph in one day.
