3 reasons marketers are 10 years behind with agile — and how to catch up
Why marketers have shown resistance to agile frameworks for their work — and how to overcome that resistance.
Agile marketing navigator
The Agile marketing navigator is a flexible framework for navigating agile marketing for marketers, by marketers. The Navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles.
Dig deeper:
- Aligning on a Guidepoint
- How to hold a successful Brainstorm session
- How to determine the minimally viable launch
- Creating a blueprint
- Building a Marketing Backlog
- The Daily Huddle
- The Team Showcase
- Team Improvement
- Customer Stories
- Work in Progress Limits
- Teams
- Cycle Time
- Waste Removal
- Partnering
- Teams
- Marketing owner
- Agile Champion
- Supporting Cast
- Practice Lead
- Stakeholders
Stacey Ackerman: Spotlight on the expert
A discussion with our expert contributor about how she got into agile marketing and what the future holds for the space.
Introducing an in-depth guide to the Agile Marketing Navigator
Download a free ebook containing all you need to know about the Agile Marketing Navigator.
Stakeholders: Getting started with the Agile Marketing NavigatorÂ
Here's how to manage relationships between an agile marketing Team and Stakeholders who have a vested interest in the work the Team is doing.
Practice Lead: Getting started with the Agile Marketing NavigatorÂ
A Practice Lead ensures that an agile team has the skills, tools and assets it needs to be effective.
Supporting Cast: Getting started with the Agile Marketing NavigatorÂ
This is a new role in agile, created jus for the Navigator. It helps understand how agile teams interact with third parties like agencies.
Agile Champion: Getting started with the Agile Marketing NavigatorÂ
Marketing is a lean machine and might benefit more from an Agile Champion than from a traditional Scrum Master.
Marketing Owner: Getting started with the Agile Marketing Navigator
The Marketing Owner understands business goals and is able to prioritize the work that needs to be done.
Teams: Getting started with the Agile Marketing Navigator
This week we look at the first of six agile marketing roles: the Team.
Partnering: Getting started with the Agile Marketing NavigatorÂ
Learn about the benefits of the key practice of Partnering.
Waste Removal: Getting started with the Agile Marketing NavigatorÂ
Waste prevents work getting done in an agile and efficient way. Here's how to remove it.
Cycle Time: Getting started with the Agile Marketing Navigator
Gaining visibility into all the steps involved in a marketing task sets you up to eliminate inefficiencies.
Work in Progress Limits: Getting started with the Agile Marketing Navigator
Experienced agile marketing teams can improve their efficiency by setting and adjusting work in progress limits.
Story Points: Getting started with the Agile Marketing Navigator
Agile marketers can use Story Point estimation as a fast and easy way of estimating the work involved in Backlog tasks.
Customer Stories: Getting started with the Agile Marketing Navigator
Agile use of Customer Stories gets all members of the team on the same page for the work that needs to be done.
Team Improvement: Getting started with the Agile Marketing Navigator
Team Improvement sessions should be conducted by and for the team. Here are the benefits.
Team Showcase: Getting started with the Agile Marketing Navigator
Agile marketers should bring the team together regular to showcase wins and learn quickly from losses.
The Daily Huddle: Getting started with the Agile Marketing Navigator
The Daily Huddle brings the entire Team up to date on work in progress and possible blockers.
Cycle Planning: Getting started with the Agile Marketing Navigator
During Cycle Planning, the team collaborates and plans for the work they intend to launch during a 5 or 10 day cycle.
Building a Marketing Backlog: Getting started with the Agile Marketing Navigator
Here's the next step on your Agile Marketing Navigator journey: How to create a transparent, shared backlog of relevant and impactful work.
Creating a Blueprint: Getting started with the Agile Marketing Navigator
A Blueprint easily and effectively communicates the work the agile team has planned with its stakeholders.
How to determine the minimally viable launch: Getting started with the Agile Marketing Navigator
Work as an entire delivery team with your business stakeholders to quickly gain alignment.
How to hold a successful Brainstorm session: Getting started with the Agile Marketing Navigator
An agile framework designed specifically for marketers includes a Brainstorm session for stakeholders and the team.
Aligning on a Guidepoint: Getting started with the Agile Marketing Navigator
The Guidepoint is the connective tissue that rolls upward and downward in the organization.
A new way to navigate agile marketing
Not all companies can afford a coach, but even small companies can benefit from agile marketing.