Disciplined Agile



Marketing is a process blade of a Disciplined Agile Enterprise (DAE). The raison d’être for Marketing, sometimes called brand management, is to ensure successful interactions between your organization and the outside world. Your Marketing efforts will represent your organization and your offerings, both products and services, to the outside world and conversely will represent customers, and potential customers, to the rest of the organization. In conjunction with Product Management, Marketing will be actively involved with long-term visioning for your organization’s offerings.

A good definition of Agile Marketing comes from McKinsey – “[Agile marketing] means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. At scale, a high-functioning agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week.” The Agile Marketing Manifesto, first developed in 2012, also provides significant insights about how to apply an agile approach to your marketing efforts. This includes taking a validated learning approach, being customer focused, working in a collaborative and flexible manner, and working in an evolutionary (iterative and incremental) manner.

A disciplined agile approach to marketing is important because you need to:

  1. Generate revenue from your organization’s offerings. The fundamental goal of marketing is to collaborate with your product and service teams to help them to sell their offerings.
  2. Present and manage your organizational image. Your marketing efforts must answer important questions about your organization – Who are you? Why are you? What do you believe? What value do you offer?
  3. Communicate with your customers and partners. For your organization to properly align and work with your customers and partners you need to communicate with them clearly and regularly. This includes both existing customers and partners and potential customers and partners.
  4. Evolve your marketing strategy as your environment evolves. It is critical that you actively sense what is occurring in the marketplace, adapt your strategy, and then respond appropriately in a timely manner. This enables your organization to continue to hit a constantly moving target.
  5. Educate and coach staff in marketing fundamentals. Marketing teams cannot succeed alone, but instead must partner with the entire organization. Helping your colleagues better understand the fundamentals of marketing, and helping them to amplify your voice on social media and other venues, results in a loud and consistent voice.