Mastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization
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.
Andrea Fryrear is the co-founder of AgileSherpas and a leading authority on optimizing customer acquisition and retention processes. She’s the author of two books on organizational agility, and an international speaker and trainer. In addition to working in the trenches with dozens of the world’s most innovative companies, Andrea has spent years achieving numerous certifications in how to improve all aspects of organizational performance. When not on a plane or at a keyboard, she can be found in the mountains of her adopted home in Boulder, Colorado.