The Six Disciplines of Agile Marketing : Proven Practices for More Effective Marketing and Better Business Results

Cover -- Title Page -- Copyright -- Contents -- Foreword -- Preface -- PART I Overview -- Chapter 1 Challenges Facing Marketers Today -- The Shift to Digital -- The Impact of Technology -- The Shift in Power to the Buyer -- Competition -- Limited Resources -- Meeting the Challenges -- Chapter 2 What Is Agile Marketing? -- A Little History: Agile Software Development -- A Little History: Agile Marketing -- Responding to Change over Following a Plan -- Rapid Iterations over Big‐Bang Campaigns -- Testing and Data over Opinions and Conventions -- Many Small Experiments over a Few Large Bets -- Individuals and Interactions over One Size Fits All -- Collaboration over Silos and Hierarchy -- Agile Marketing Principles -- "Little a" agile vs. "Big A" Agile -- Benefits of Agile Marketing -- PART II The Six Disciplines -- Chapter 3 Introduction to the Six Disciplines -- The Six Disciplines -- The Four Shifts -- Chapter 4 Overview of an Agile Marketing Adoption -- A Successful Agile Marketing Transformation -- Chapter 5 Alignment -- Alignment on "Why Agile?" -- Alignment with the Business -- Alignment with Customers -- Sustaining Alignment -- Chapter 6 Structure -- Challenges of the typical Marketing Organization -- Improving Collaboration Without Organizational Change -- Organizational Change to Improve Focus and Collaboration -- Transitional Strategies -- Chapter 7 Process Management -- Scrum -- Kanban -- Scrumban -- Benefits -- Which to Use: Kanban, Scrum, or Scrumban? -- Chapter 8 Scrum -- Scrum Basics -- The Marketing Backlog -- Writing Agile Marketing User Stories -- Building and Grooming an Agile Marketing Backlog -- Format for Marketing Backlog Entries -- Key Roles: Scrum Master and Marketing Owner -- Sprint Planning Session: Best Practices -- Sprint Planning Session -- Daily Standup: Best Practices -- Sprint Review: Best Practices.