Get started with Agile Marketing

In today’s increasingly digitalised and connected world, markets, opinion and demand can change at the drop of a hat, and businesses need to be able to both think and act with much greater flexibility in order to compete.

There has been a lot of talk recently about agile marketing, and the solutions it can provide to these ever heightened demands. But what is it? How is it useful? And how can my team apply it effectively? We’ve rounded up the best information out there so you don’t have to.

Harvard Business Review: ‘Embracing Agile’

Highlighting the importance of training before undertaking agile marketing, this excellent article from Harvard Business Review, gives a good insight into how poor agile practices can be counterintuitive (and how to avoid this). The article gives six easily digestible yet crucial practices that leaders should adopt if they want to capitalize on the potential of agile marketing. Filled with tables and real life examples, this is more like a mini business book than an article.

McKinsey: ‘Agile marketing: A step-by-step guide’

In order to take advantage of the new possibilities for business that offers, marketing organizations must become much nimbler and have a bias for action. But still there are many organisations that are moving at glacial speeds – what can be done?

In this step by step guide, McKinsey starts with the basics and even outlines how to build the perfect agile team.

McKinsey: ‘Want to become agile? Learn from your IT team.’

This short read from McKinsey is the perfect article to help your agile team brush up and refocus. It looks at the skills an effective agile IT team will possess to get the job done efficiently and outlines clearly the key takeaways you can apply to your marketing team and, indeed, further across the company.

Moz: ‘The 6 Values (and 4 Benefits) of Agile Marketing’

This article continues with the theme of advocating the process of applying techniques from your IT team to the marketing team, but goes a bit further into the ‘why’s rather than the ‘how’s. The article is jam packed filled with in depth information demonstrating the measurable benefits agile marketing will have on your company including; getting more of the right things done, improving communication and adapting to change.
This article is also available in a video format, making it easier to present to your team.

Get started with Agile Marketing

Decision Lab is the only market research company in Southeast Asia with a focus on making marketing more agile and data-driven. We help consumer brands transform themselves to a model of continuous testing and improvement.

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