Agile Marketing

The ball game

An overall approach rather than
a fixed system

Agile Values

Flexible planning
Responding to change
Rapid iterations
Testing and data in your particular market
Many small experiments
Individuals and interactions
Customer focussed collaboration

Traditional
Values

Rigid planning
Following a plan
Big-Bang campaigns
Standardised opinions and conventions
A few large bets
One size fits all
Silos and hierarchy