Kick off
What is Agile?
Agile is the ability to create and respond to change in order to succeed
in an uncertain and turbulent environment.
Agile is not a new concept:
"Marketing has fundamentally changed.
I’m not talking about today compared to 10 years ago; everybody can see that.
Rather, marketing is in a constant state of flux these days. It’s different today than it was 12 months ago. What works today might not work tomorrow.
And it’s likely to keep changing at a rapid pace to keep up with the similarly frenetic pace of change in communications, business and technology.
–
Agile Marketing Development At Webtrends
:
Jascha Kaykas-Wolff, VP Of Marketing - Oct 2009
Agile marketing is going mainstream
"Agile marketing is crossing the chasm from early adopters to more mainstream organisations"
Scott Brinker,
April 2016
2 guiding principles:
Be quick
Learn..and get better
One methodology
Test,
Learn,
Improve, Repeat
Top 100 MarTech Influencers, Onalytica
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