I really like the start of this document which was last updated (at time of writing this post) on 9/9/2021.
Ultimately the focus of this document is about the customer, supporting the skills and desires of the team building the marketing programs and rapid iteration based on market environments.
My favorite thing about where they’re headed is the “Principles” which have not been solidified yet. Their proposed principles elaborate on their values. They are:
- 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, with a preference to the shorter timescale
- Great marketing requires close alignment with the business people, sales and development
- Build marketing programs around motivated individuals. Give them the environment and support they need, and trust them to get the job done
- Learning, through the build-measure-learn feedback loop, is the primary measure of progress
- Sustainable marketing requires you to keep a constant pace and pipeline
- Don’t be afraid to fail; just don’t fail the same way twice
- Continuous attention to marketing fundamentals and good design enhances agility
- Simplicity is essential
I like this definition from the content:
“Agile marketing is an approach in which teams identify and focus their collective efforts on high-value activities and projects, complete those tasks collaboratively, measure their impact, and then continuously and incrementally improve the results over time.”
I believe our team can improve on prioritizing tasks based on the value of that activity to the business KPIs and goals. As we’re getting further into SCRUM and Agile management of our backlog, I believe we’ll need to further identify the “Why” behind the prioritization of tasks we’re working on. I believe when the “why” is widely understood by the team, we’ll be excited to work on a new task and see how it impacts our goals/metrics etc.