Mastering Marketing Agility

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.“This book provides a brilliant operational framework for marketing that goes far beyond the Agile frameworks that are available ‘off the shelf.’ Marketing organizations that successfully follow the recommendations to convert the people, processes, and technology needed for agility will prevail in the ups and downs of the market.”
—Ed Breault, Chief Marketing Officer, Aprimo
 
"Andrea Fryrear’s contribution to both the marketing agility and broader business communities cannot be overstated. She has materially changed the path of many organizations by improving what they sell and how they sell it. This book is a must read for any marketer setting out on an Agile marketing journey."
—Evan Leybourn, founder of the Business Agility Institute
 
“Mastering Marketing Agility focuses primarily on the two mindset shifts I believe are most important for the Agile journey our industry is on. First, there isn’t a single right way to do things, and second, old habits die hard—among both marketers and the change agents driving agility. Andrea Fryrear offers not only a practical perspective on ways of improving but also an insightful point of view on the why behind the recommendations.”
—Andrew Burrows, Agile Marketing Lead, IBMAndrea Fryrear is the world's leading authority on agile marketing. She is the coauthor of the ICAgile Certified Professional in Agile Marketing curriculum, author of Death of a Marketer, and an internationally sought-after speaker and trainer. She holds numerous agile certifications, including Advanced Certified Scrum Product Owner, ICAgile Certified Instructor, Certified Professional in Agile Marketing, Certified ScrumMaster, Certified Agile Leader, Certified Scrum@Scale Practitioner, and Certified Professional in Agile Coaching . Prior to cofounding AgileSherpas, Fryrear worked as a content marketer and strategist, on both the brand and agency side.