{"product_id":"the-six-disciplines-of-agile-marketing-isbn-9781119712039","title":"The Six Disciplines of Agile Marketing","description":"\u003cp\u003e\u003cb\u003eTransform your organization using Agile principles with this proven framework\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Six Disciplines of Agile Marketing\u003c\/i\u003e provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Six Disciplines of Agile Marketing\u003c\/i\u003e discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAligning the team on common goals\u003c\/li\u003e \u003cli\u003eStructuring the team for greater efficiency\u003c\/li\u003e \u003cli\u003eImplementing processes like Scrum and Kanban in marketing\u003c\/li\u003e \u003cli\u003eValidated Learning\u003c\/li\u003e \u003cli\u003eAdapting to Change\u003c\/li\u003e \u003cli\u003eCreating Remarkable Customer Experiences\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe Six Disciplines of Agile Marketing\u003c\/i\u003e also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eA shift from a focus on outputs to one based on outcomes\u003c\/li\u003e \u003cli\u003eA shift from a campaign mentality to one based on continuous improvement\u003c\/li\u003e \u003cli\u003eA shift from an internal focus to a customer focus\u003c\/li\u003e \u003cli\u003eA shift from top-down decisions to de-centralized decisions\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for anyone in a leadership position at a marketing agency, \u003ci\u003eThe Six Disciplines of Agile Marketing\u003c\/i\u003e also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile.\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Overview 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Challenges Facing Marketers Today 3\u003c\/p\u003e \u003cp\u003eChapter 2: What Is Agile Marketing? 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Six Disciplines 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3: Introduction to the Six Disciplines 25\u003c\/p\u003e \u003cp\u003eChapter 4: Overview of an Agile Marketing Adoption 30\u003c\/p\u003e \u003cp\u003eChapter 5: Alignment 34\u003c\/p\u003e \u003cp\u003eChapter 6: Structure 49\u003c\/p\u003e \u003cp\u003eChapter 7: Process Management 63\u003c\/p\u003e \u003cp\u003eChapter 8: Scrum 72\u003c\/p\u003e \u003cp\u003eChapter 9: Kanban 95\u003c\/p\u003e \u003cp\u003eChapter 10: Scrumban 111\u003c\/p\u003e \u003cp\u003eChapter 11: Validated Learning 119\u003c\/p\u003e \u003cp\u003eChapter 12: Adapting to Change 132\u003c\/p\u003e \u003cp\u003eChapter 13: Creating Remarkable Customer Experiences 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: The Four Shifts 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Introduction to the Four Shifts 151\u003c\/p\u003e \u003cp\u003eChapter 15: From Outputs to Outcomes 154\u003c\/p\u003e \u003cp\u003eChapter 16: From Campaigns to Continuous Improvement 161\u003c\/p\u003e \u003cp\u003eChapter 17: From Internal Focus to Customer Focus 165\u003c\/p\u003e \u003cp\u003eChapter 18: From Top-Down to Decentralized Decision-Making 180\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Succeeding with Agile Marketing 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19: Building Support for Agile Marketing 191\u003c\/p\u003e \u003cp\u003eChapter 20: Agile Kickoff: The First Six Months 199\u003c\/p\u003e \u003cp\u003eChapter 21: Sustaining Agile Marketing 206\u003c\/p\u003e \u003cp\u003eChapter 22: The Role of the Agile Leader 211\u003c\/p\u003e \u003cp\u003eChapter 23: Integrating Agile with Traditional Marketing Methods 222\u003c\/p\u003e \u003cp\u003eChapter 24: Scaling Agile Marketing to Large Teams 226\u003c\/p\u003e \u003cp\u003eChapter 25: The Future of Agile Marketing 243\u003c\/p\u003e \u003cp\u003eEndnotes 247\u003c\/p\u003e \u003cp\u003eBibliography 255\u003c\/p\u003e \u003cp\u003eAcknowledgments 262\u003c\/p\u003e \u003cp\u003eAbout the Author 264\u003c\/p\u003e \u003cp\u003eIndex 267\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJIM EWEL\u003c\/b\u003e is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile Marketers and co- authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile marketing. Jim runs an Agile marketing consultancy, where he has helped over 60 organizations adopt Agile Marketing.   \u003c\/p\u003e\u003cp\u003eThe Agile management methodology has completely revolutionized the world of software development, and now it's expanding to the realm of marketing and beyond. Why is this simple set of principles so in-demand? For organizations of any size, in any industry, Agile infuses flexibility, creativity, and collaboration—the absolute requirements for success in the fast-paced digital age. Pursuing long-term strategy through a set of rigid operational structures is no longer a competitive approach, plain and simple.  \u003c\/p\u003e\u003cp\u003eToday's winning marketing teams are those that can think on their feet, pivot at a moment's notice, and ride a continuous wave of new ideas. Agile is the perfect road to achieving those goals, and \u003ci\u003eThe Six Disciplines of Agile Marketing\u003c\/i\u003e is the premiere how-to guide for marketing the Agile way. Penned by one of the nation's leading Agile marketing specialists, this book provides a clear, illustrated framework for shifting to Agile. This highly structured approach consists of six disciplines that organizations must cultivate, along with four organizational shifts that must occur for successful adoption of Agile in marketing environments.  \u003c\/p\u003e\u003cp\u003eAuthor Jim Ewel has developed his proven Agile marketing program in his work with over 60 organizations across sectors and sizes. With his help, anyone involved in marketing, sales, or product management can learn how to build continuous improvement and customer-centric practices into daily operations. The members of Agile teams are always learning, open to change, and engaged in creating remarkable customer experiences. This book shows marketers and marketing leaders how to move away from traditional marketing and into the Agile future.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR THE SIX DISCIPLINES OF AGILE MARKETING\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"There is no 'if' every organization adopts Agile practices; there is only the question of 'when.' Jim's approach is battle tested with his experiences over the past decade helping companies make the evolutionary leap to Agile. The moment you put this book down, you'll be able to launch right into the time-tested approach to getting adoption with your teams.\"\u003cbr\u003e \u003cb\u003e—JASCHA KAYKAS-WOLFF\u003c\/b\u003e, President, Lytics, Former CMO, Mozilla  \u003c\/p\u003e\u003cp\u003e\"Practical guidance and insight with immediate 'ROI' for marketing leaders in all stages of their Agile transformation journey.\"\u003cbr\u003e \u003cb\u003e—STEPHANIE FERGUSON\u003c\/b\u003e, Corporate Vice President, Microsoft  \u003c\/p\u003e\u003cp\u003e\"There are two kinds of marketers today—those that have embraced the shift to rapid iteration, and an outcome orientation (in a word: Agile), and those who are learning the hard way by being outplayed in the market. Jim Ewel has written a masterclass in Agile adoption, distilled from years of coaching growth organizations of all sizes through the transition.\"\u003cbr\u003e \u003cb\u003e—PETER FRANCIS\u003c\/b\u003e, Head of Global Growth at Qualtrics  \u003c\/p\u003e\u003cp\u003e\"In the current economy, marketing teams have to evolve to keep pace with both rapidly changing customer expectations as well as faster product development cycles. Enter Agile Marketing. With \u003ci\u003eThe Six Disciplines of Agile Marketing,\u003c\/i\u003e Jim has created a masterpiece for any professional looking to advance their skills in this new economy. You can open this book to any chapter to find practical advice grounded in true thought-leadership and firsthand experience.\"\u003cbr\u003e \u003cb\u003e—EVAN LEYBOURN\u003c\/b\u003e, CEO, Business Agility Institute\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990340681957,"sku":"NP9781119712039","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119712039.jpg?v=1761787427","url":"https:\/\/k12savings.com\/products\/the-six-disciplines-of-agile-marketing-isbn-9781119712039","provider":"K12savings","version":"1.0","type":"link"}