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Author: Andrea Fryrear
Publisher: Berrett-Koehler Publishers
ISBN: 1523089164
Category : Business & Economics
Languages : en
Pages : 207
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Book Description
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.
Author: Andrea Fryrear
Publisher: Berrett-Koehler Publishers
ISBN: 1523089164
Category : Business & Economics
Languages : en
Pages : 207
Get Book
Book Description
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.
Author: Jim Ewel
Publisher: John Wiley & Sons
ISBN: 111971205X
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
Transform your organization using Agile principles with this proven framework The Six Disciplines of Agile Marketing 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. The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include: Aligning the team on common goals Structuring the team for greater efficiency Implementing processes like Scrum and Kanban in marketing Validated Learning Adapting to Change Creating Remarkable Customer Experiences The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include: A shift from a focus on outputs to one based on outcomes A shift from a campaign mentality to one based on continuous improvement A shift from an internal focus to a customer focus
Author: Roland Smart
Publisher: John Wiley & Sons
ISBN: 1119223016
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.
Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183235
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
Author: Steven L. Goldman
Publisher: Jossey-Bass
ISBN:
Category : Health & Fitness
Languages : en
Pages : 262
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Book Description
Filled with illustrative case studies, practical examples, and helpful management tools for self-assessment, Agility in Health Care combines the expertise of Goldman and Graham with the experiences of prominent health care providers, consultants, administrators, and academics to show how to apply this powerful model within the health care environment. The contributors reveal how to focus the effective agility model to help health care organizations: offer individualized customer solutions; create alliances and replace own-it-all strategies; replace outdated command-and-control hierarchies with win-win relationships; exploit the power of information technologies; create competitive advantage by sharing knowledge; and train the next generation of physicians.
Author: Peter Stevens
Publisher:
ISBN: 9781957600154
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
The Personal Agility System is a simple framework for aligning actions with priorities. The core framework consists of six powerful questions to orient your activities while applying the core tools of Personal Agility, like the Priorities Map, Alignment Compass or the Stakeholder Canvas. These concepts are laid out clearly with an approach that is actionable for every reader. This book invites deeper thinking and presents an agile leadership framework that scales from the individual to the largest organizations in the world.
Author: Eli Jones
Publisher: LSU Press
ISBN: 0807144290
Category : Business & Economics
Languages : en
Pages : 215
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Book Description
Selling ASAP combines both timely and timeless components of selling to help professionals achieve their sales objectives in today's fast-paced business world. As the authors demonstrate, rapidly changing customer expectations have led to a dramatic shift in the business of selling. Customers no longer want product experts -- they want trusted advisors. This invaluable guide stresses the importance of viewing a sale not as a one-time encounter but as an opportunity to build a long-lasting, mutually beneficial relationship. Utilizing sound academic research and solid business practices, the authors provide strategies for better anticipating client needs and prescribing solutions that build value over time. The professional edition of Selling ASAP includes numerous practical tips, such as how to behave during a sales call, what language to use or avoid, and how to complete a transaction and begin a profitable business relationship. In addition to covering the fundamentals, Selling ASAP offers innovative sales techniques -- backed by extensive research -- for the modern salesperson.
Author: Andrea Fryrear
Publisher: Corsac Publishing
ISBN: 9780998721101
Category :
Languages : en
Pages : 214
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Book Description
Marketing is in critical condition. Hurled into the twenty-first century amidst a storm of digital disruption, it has since focused solely on surviving in a hostile climate. But mere survival is no longer a mark of fitness. Audiences demand excellence. And marketing excellence requires agility. Using a detailed historical lens, Death of a Marketer charts a course toward marketing's Agile future.
Author: Femi Olajiga
Publisher: Cxconversion Limited
ISBN: 9780995746503
Category :
Languages : en
Pages :
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Book Description
Learn how to implement Agile marketing and how other marketers adopted Agile, you will develop the knowledge, understanding, and confidence required to apply Scrum, Kanban and other Agile frameworks. Agile Marketing explains how to apply agile methodologies to marketing. The book contains a realistic and actionable guide to starting agile in marketing, including practical examples and more detailed case studies of different types of agile marketing teams which illustrate the application of agile within marketing teams from start to finish. You will learn how to apply lean and agile principles to marketing planning and execution on a very practical level, including how to: 1. Building skills required for adaptive marketing planning and execution to reduce campaign cost. 2. Learn and understand techniques to deliver your marketing campaigns on time and on budget. Visualise workflow in order to limit work-in-progress, decrease burden for the marketing teams and increase task completion rate. 3. Learn how to become a successful and collaborative marketing team member. As team leaders and managers, you will also learn how to collaborate with your direct reports. Rationalize meetings and manage time more effectively. 4. You will learn the mindset of highly successful Agile marketing professionals. Set up marketing teams to execute marketing campaigns. 5. Develop marketing campaigns based on customer experience and analytics insights. 6.Create self-organizing teams to make the job of the CMO and senior managers easier. 7. Reduce micro-management and improve team morale and job satisfaction. 8. Change the team's mindset to improve collaboration and communication between team members. 9. Eliminate marketing team's time and budget wastage. 10. Understand effective team composition and skill requirements to create an agile marketing team that builds on existing team members' skill sets. The book's key contribution, however, is that it goes deeper than just the practical application of agile in the context of marketing: it introduces insights from psychology which inform how marketing teams can increase collaboration, work smarter and more productively, and how this, in turn, can improve overall customer experiences.
Author: David Butler
Publisher: Simon and Schuster
ISBN: 1451676263
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
"Expert advice from Coca-Cola's vice president of Innovation and Entrepreneurship: Learn how Coca-Cola uses design to grow its business by combining the advantages of scale with the agility to respond to fast-changing market conditions"--
