From the course: Agile Marketing Foundations

The agile marketing playbook

From the course: Agile Marketing Foundations

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The agile marketing playbook

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- My nextdoor neighbor is a football coach. I find it really interesting that for each game he wears a wristband with all the plays intended for that game. It's their playbook. The players wear these too. That way, everybody knows what everybody else is talking about. Just like in marketing, knowing what to do is always important. Agile represents a series of new tools and new mental models, new plays for the marketing game or the marketing playbook. So our playbook is organized into three primary categories. There's strategy, there's implementation, and there's validation. It's essential though to ensure these areas don't operate in individual silos but that they rather work together on an ongoing basis. So you also have to have the right workflow in place. Any marketing program you've ever worked on included some level of strategy, certainly some level of implementation and hopefully some data-driven analytics to show how well the program worked. In other words, the strategy and the implementation and the validation work in partnership with one another so that together they create the strongest business outcomes possible. From a strategy perspective, well, historically anyway, marketing campaigns have relied on the traditional creative brief. This is a document that works as a North Star for your project. As marketing programs have increasingly gotten more complex and more technical in nature, their traditional creative brief has come up short. The right strategy needs to establish a foundation and evolve over time. The implementation, or what you might refer to as the production of your marketing projects, generally occupy the lion's share of timeline and budget. Now, let's look at the vital role validation plays. Using the right data to show how your marketing programs are delivering business value is an important factor. You need quantifiable data. There is rock-solid evidence now that shows data-driven marketing is a mandate that all marketers have to get on board with or be left behind. Agile is based on hard-won experiences of what works in marketing to drive real business value and what doesn't. You come up with a plan, you implement the plan, you assess how well it worked, and learn from your mistakes and successes. And then you cycle those learnings into the next iteration. This value system provides a framework to inform decisions and will lead the transformational results that you need in your marketing.

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