Chapter 10Your North Star: The Agile Marketing Manifesto

Okay, so you've selected a method, appointed an Agile leader, trained your team, overcome objections, and you're ready to take on your first official Agile project. The training wheels are about to come off. It would be handy to have a point on the horizon to track your progress. It turns out that some very smart marketers have collaborated on a marketing-centric interpretation of the Agile Manifesto to help do just that.

Your Team's North Star

There have been many attempts to articulate a set of Agile principles for marketers. The website http://agilemarketingmanifesto.org/ offers the best (consolidated) version that I've come across so far. Like the Agile Manifesto, it includes both values and principles. Here are the values:

  • Validated learning over opinions and conventions
  • Customer-focused collaboration over silos and hierarchy
  • Adaptive and iterative campaigns over Big-Bang campaigns
  • The process of customer discovery over static prediction
  • Flexible versus rigid planning
  • Responding to change over following a plan
  • Many small experiments over a few large bets

And here are the principles:

  • Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems.
  • We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage.
  • Deliver marketing programs frequently, from a couple of weeks to a couple of months, ...

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