Agile Marketing and the Customer Journey – Ready, Set Accelerate

Fast paced learning and innovation shape today’s leading products, marketing, and customer journeys. To sustain that without burn out requires adopting Agile marketing practices. Is your company ready?

If the statements below sound like your company – you are doing great. If not, you will have some work to do before Agile practices can fully take hold.

The Agile Business Acceleration Building Blocks

Strategy & Vision:
Uses explicit language to align decision-making, investment, hiring, organizational structure, processes, and systems throughout the organization to collaboratively define and deliver exceptional customer value.

Creation and Delivery of Customer Value:
Use a clear/evolving definition of high-value customers and use scenarios for planning and prioritization across the organization. Brings the responsibility to drive customer value down to the individual level.

Culture / Leadership:
Empowers compensates and motivates the organization to passionately pursue the rapid creation of value, trial and error innovation and the elimination activities and efforts that contribute little or nothing to the rapid creation of customer value.

People & Organization:
Sets the organization up to work in small, highly collaborative self-directing teams that focus on time-bound delivery of high customer value results.

Process:
Supports fast – iterative –  time-bound project cycles using evidenced-based – testing, validation, prioritization, planning and decision making that enable individuals to react with increased speed and creativity to create customer value.

Systems & Tools:
Support team communication, collaboration, reporting, analysis and processes with easy to use/manage systems that can be rapidly aligned to reflect and support rapid cycles of continual learning and innovation.

No organization does all of this perfectly. The key is to get started. So pick the area you feel you can gain the greatest traction fastest and get those done. Each step taken will make it easier for you to accelerate the delivery of customer value.

Mike Connor, Principal, Spice Catalyst