Mastering marketing agility : transform your marketing teams and evolve your organization / Andrea Fryrear.

Format:

Book

Author/Creator:

Fryrear, Andrea, author.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

1 online resource (336 pages) : illustrations ;

Edition:

1st edition

Place of Publication:

Berrett-Koehler Publishers, 2020.

System Details:

text file

Summary:

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.

Contents:

Intro

Title Page

Copyright Page

Dedication

Contents

Foreword

Preface

PART 1 PRINCIPLES: The Fertile Soil of Marketing Agility

Principle 1: Customer Focus

Principle 2: Radical Transparency

Principle 3: Continuous Improvement

Principle 4: Adaptability

Principle 5: Trust

Principle 6: Bias toward Action

Principle 7: Courage

Antipatterns to Avoid

PART 2 PEOPLE: The Peskiest (and Most Powerful) Part of Agile Systems

The Unstoppable Force of High-Performing Teams

The Making of an Execution Team

Incorporating Strategic Perspective: Strategy Groups

Teams of Teams, or Forming Packs

Leadership Teams

Advancing an Agile Career

Psychological Safety: The Key to High-Performing Teams

Designing Your Perfect Agile Environment

PART 3 PROCESSES: Separating What We Do from How We Do It

Phase 1 of the What Cycle: The Annual Plan

Phase 2 of the What Cycle: The Quarterly Plan

Process Nerds Unite: How Work Gets Done in an Agile Marketing System

PART 4 PRACTICES: Daily Activities for Achieving Lasting Agility

Practical Advice for Agile Marketing Teams

Before Beginning Flow: Visualizing Work

Shared Practices: Queues

Shared Practices: Rimarketing Meetings

The Execution Team in Flow

The Execution Team in Iteration

Differences between Flow and Iteration

Measuring Rimarketing in Flow and Iteration

Where Do Subject-Matter Experts Fit In?

What Happens when Your Partners Aren't Agile (Yet)?

PART 5 TRANSFORMATION: The Path from Here to There

The Perils of Pilots (and How to Avoid Them)

Scaling Marketing Agility

Rimarketing in an Imperfect World

Getting from Here to There

CONCLUSION

Acknowledgments

Index

About the Author.

Notes:

Online resource; Title from title page (viewed July 7, 2020)

Includes bibliographical references and index.

OCLC:

1198933504