A Proposition and Increment for a new Agile Marketing Manifesto
from Germany (by Mirco Blut & Gunnar Michaelsen):
Values:
- Commitment, communication & collaboration over hierarchy and processes.
- Value impact of marketing over regulated functions and reportings.
- Focus on customer empathy, needs & experience over quick wins and short term sales.
- Responding to change and empirical learning over rigid planning.
Principles:
- The highest priority is to satisfy the customer through early and continuous delivery of marketing that satisfies needs.
- Welcome changing requirements, even when late. Agile processes appreciate change of customer needs due to market environments. Consider uncertainty and taking risks as chance to diversify minds and metrics.
- Deliver marketing increments frequently within a short and feasible timescale, considering a sustainable commitment of people, natural, intellectual and financial resources.
- All in marketing involved parties and functionalities should strive interactively for alignment, cooperation and performance. No more working and thinking in silos!
- Build marketing strategies and projects around motivated individuals. Give them the environment and support they need and trust them to get the job done.
- The most efficient and effective methods of conveying information to and learning from people on markets and projects are direct conversation and transparent information.
- Value impact of Market Strategies (VIMS) is the primary measure of progress and performance.
- Agile processes promote sustainable development. All participants of a marketing ecosystem should be able to maintain a constant pace and flow indefinitely.
- Continuous orientation on outcomes and attention to create value enhances marketing agility.
- Simplicity – the appreciation and ability of maximizing the amount of work not done – is essential.
- The best analysis, requirements and designs emerge from self-organizing & cross-functional teams, communities or platforms.
- At regular intervals, all participants of a marketing ecosystem review, reflect and learn on how to become more effecient and effective, then tune and adjust their behavior accordingly.
This Increment has been written by Mirco Blut & Gunnar Michaelsen in May / June 2021; inspired by the original „Manifesto for Agile Software Development“ and agilemarketingmanifsto.org.