Making the Move to Agile

  • Author(s) Donna Thach
  • Published May 24, 2016
  • 10 Pages
  • Category Marketing Operations
  • Type Member Research
  • 10 Pages
  • .PDF Format

Technology markets are moving faster than ever, and marketing organizations are looking more and more to agile approaches to keep up with pace of change. Being nimble is critical in today’s environment, but misconceptions about agile marketing’s applications and values stop many companies from tapping its true power.

A common misunderstanding is that agile doesn’t support a long-term vision. As Scott Brinker explains in this conversation with ITSMA, agile marketing is about implementing long-term plans in a way that is more responsive and adaptive. Brinker, co-founder and CTO of ion interactive and author of Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative, explains what agile marketing is, why it’s so important, and how to get started.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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