Agile marketing from A to Z by Jeff Pedowitz @AMAhouston #ME2016 

Live note take at the AMA Houston conference. Any errors or bad jokes are my own.

  • Agile marketing is adapting agile management and software degelopment methods in the context of marketing management 
  • Rapid feedback, collaborative teams, short cycles or sprints, emphasize transparency
  • Good for ongoing campaigns
  • Can see the final result more quickly, could even be real time because you’re doing week long sprints and you’re launching at the end of every week (or two weeks or four weeks)
  • Stand up meetings every day, maybe 15 meetings, say what you’re doing and move on
  • It’s a set of principles from IT and adapted for marketing, you still need a plan but it lets you adapt and change much faster
  • Many small experiments, lots of collaboration, rapid iterations
  • Occasional small errors are fine, we all make typos, don’t let that hold you back
  • Can’t chance your org structure overnight but you can change how you work together
  • You have to measure or you won’t know what’s working
  • You can change course much quicker than your competition
  • Don’t wait for things to fall into place, always be putting something into place
  • You’re turning marketing into a production facility
  • Waterfall – word for sequential based planning, Scrum is completely agile and fluid breaking things into short sprints, marketing uses a combination of the two
  • Scrum is the press, 4 to 7 people working collaboratively. More than 7 means too much is happening
  • Backlog is collection of work you’re doing
  • Stories is everything you WANT to do, you decide what has high medium low effort
  • It’s a habit forming thing, it will take time to get used to doing it and make it feel natural
  • You can be a scrum master or team leader or just a member on several different teams, you can have a variety of roles
  • Stick to the schedule which is the hardest things, launch even when it’s not all there
  • Small errors along the way are less traumatic
  • You could decide to do a sprint next week, make your team, name your team, make it small and simple – estimate the work maybe a week or two
  • Hold a sprint review meeting, learn a couple lessons to apply to the next one
  • Everyone needs to pursue innovation and creativity
  • Use data to make intelligence decisions
  • Build an experimentation engine
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