Mastering Marketing Agility

Mastering Marketing Agility

by Andrea Fryrear
Released July 2020
Publisher(s): Berrett-Koehler Publishers
ISBN: 9781523089178

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Book description

The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities.

As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture.

You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Foreword
  7. Preface
  8. PART 1 PRINCIPLES: The Fertile Soil of Marketing Agility
    1. Principle 1: Customer Focus
    2. Principle 2: Radical Transparency
    3. Principle 3: Continuous Improvement
    4. Principle 4: Adaptability
    5. Principle 5: Trust
    6. Principle 6: Bias toward Action
    7. Principle 7: Courage
    8. Antipatterns to Avoid
  9. PART 2 PEOPLE: The Peskiest (and Most Powerful) Part of Agile Systems
    1. The Unstoppable Force of High-Performing Teams
    2. The Making of an Execution Team
    3. Incorporating Strategic Perspective: Strategy Groups
    4. Teams of Teams, or Forming Packs
    5. Leadership Teams
    6. Advancing an Agile Career
    7. Psychological Safety: The Key to High-Performing Teams
    8. Designing Your Perfect Agile Environment
  10. PART 3 PROCESSES: Separating What We Do from How We Do It
    1. Phase 1 of the What Cycle: The Annual Plan
    2. Phase 2 of the What Cycle: The Quarterly Plan
    3. Process Nerds Unite: How Work Gets Done in an Agile Marketing System
  11. PART 4 PRACTICES: Daily Activities for Achieving Lasting Agility
    1. Practical Advice for Agile Marketing Teams
    2. Before Beginning Flow: Visualizing Work
    3. Shared Practices: Queues
    4. Shared Practices: Rimarketing Meetings
    5. The Execution Team in Flow
    6. The Execution Team in Iteration
    7. Differences between Flow and Iteration
    8. Measuring Rimarketing in Flow and Iteration
    9. Where Do Subject-Matter Experts Fit In?
    10. What Happens when Your Partners Aren’t Agile (Yet)?
  12. PART 5 TRANSFORMATION: The Path from Here to There
    1. The Perils of Pilots (and How to Avoid Them)
    2. Scaling Marketing Agility
    3. Rimarketing in an Imperfect World
    4. Getting from Here to There
  13. CONCLUSION
  14. Acknowledgments
  15. Index
  16. About the Author

Product information

  • Title: Mastering Marketing Agility
  • Author(s): Andrea Fryrear
  • Release date: July 2020
  • Publisher(s): Berrett-Koehler Publishers
  • ISBN: 9781523089178