Culture & Mindset29

Agile Marketing Manifesto

April 29, 2019

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The complete Agile Marketing Manifesto, and supporting information, is hosted at http://agilemarketingmanifesto.org/

English Version

We are discovering better ways of creating value for our customers and for our organizations through new approaches to marketing. Through this work, we have come to value:

Attendees of SprintZero held June 11th 2012 in San Francisco, CA

  1. Validated learning over opinions and conventions
  2. Customer focused collaboration over silos and hierarchy
  3. Adaptive and iterative campaigns over Big-Bang campaigns
  4. The process of customer discovery over static prediction
  5. Flexible vs. rigid planning
  6. Responding to change over following a plan
  7. Many small experiments over a few large bets

French Version

Translation courtesy of Bruno Resseguier

Selon vous peut on appliquer l'agilité en dehors du software ? Quelles valeurs peuvent en tirer des équipes travaillant sur des campagnes, de la communication, de l'événementiel, du contenu ou tout autre domaine du marketing ? Voici ma traduction des valeurs.
  1. La validation des apprentissages plutôt que les opinions et les conventions
  2. La collaboration centrée sur le client plutôt que les silos et la hiérarchie
  3. Les campagnes adaptatives et itératives plutôt que les campagnes Big Bang
  4. Le processus de découverte des besoins clients plutôt que les prédictions statiques
  5. Planning flexible plutôt qu’un planning rigide
  6. L’adaptation au changement plutôt que le suivi d’un plan
  7. De nombreuses petites expérimentations plutôt que quelques gros paris

Spanish Version

Translation courtesy of Miguel Ángel León

Estamos descubriendo mejores formas de crear valor para nuestros clientes y para nuestras organizaciones a través de nuevos enfoques de marketing. A través de este trabajo hemos aprendido a valorar:
  1. Aprendizajes e hipótesis validadas por encima de opiniones y normas
  2. La colaboración centrada en el cliente por encima de jerarquías y silos
  3. Campañas adaptativas e iterativas por encima de campañas con grandes presupuestos y largos plazos
  4. El proceso de descubrir al cliente por encima de predicciones estáticas
  5. La planificación flexible frente a la rígida
  6. Responder al cambio mejor que seguir un plan estricto
  7. Muchos experimentos pequeños más que unas pocas grandes apuestas

Italian Version

Translation courtesy of Enrico Corinti 

Stiamo esplorando metodi migliori nel creare valore per i nostri clienti e per le nostre organizzazioni, attraverso nuovi approcci al marketing. Attraverso questo lavoro siamo arrivati a considerare importanti:
  1. L'apprendimento validato piuttosto che opinioni e convenzioni
  2. Collaborazione e focus sul cliente, piuttosto che silo e gerarchie
  3. Campagne adattative ed iterative, piuttosto che campagne "Big-Bang"
  4. Il processo di scoperta del cliente, piuttosto che predizione statica
  5. Planning flessibili, piuttosto che rigidi
  6. Accogliere il cambiamento, piuttosto che seguire un piano
  7. Tanti piccoli esperimenti, piuttosto che alcune grandi scommesse

German Version

Translation courtesy of Joao N. Da Silva 

Durch neue Marketingansätze entdecken wir bessere Wege, um Mehrwert für unsere Kunden und für unsere Organisationen zu schaffen. Durch diese Arbeit sind wir zur Schätzung gekommen:
  1. Validiertes Lernen über Meinungen und Konventionen
  2. Kundenorientierte Zusammenarbeit über Silos und Hierarchien
  3. Adaptive und iterative Kampagnen über Big-Bang-Kampagnen
  4. Der Prozess der Kundenentdeckung über statische Vorhersage
  5. Flexible versus starre Planung
  6. Reaktion auf Änderungen, anstatt einem Plan zu folgen
  7. Viele kleine Experimente anstatt ein paar große Einsätze

Japanese Version

Translation courtesy of Naoya Segawa

私たちは、マーケティングへの新たなアプローチを通じて、顧客と組織に価値を創造するよりよい方法を見つけだそうとしている。この活動を通して、私たちは以下の価値に至った。
  1. 意見や慣習よりも検証された学びを
  2. サイロやヒエラルキーよりも顧客のための協調を
  3. 大規模よりも適応力がある反復型キャンペーンを
  4. 静的な予測よりも顧客発見のプロセスを
  5. 融通が利かない計画よりも柔軟性を
  6. 計画に従うことよりも変化への対応を
  7. いくつかの大きな賭けよりもたくさんの小さな実験を

Turkish Version

Translation courtesy of Tolga Kombak

Bizler pazarlamada yeni yaklaşımlar aracılığı ile müşterilerimize ve organizasyonlarımıza değer yaratmanın daha iyi yollarını ortaya çıkartıyoruz. Bu çalışmaların sonucunda:
  1. Fikirler ve anlaşmalardan ziyade doğrulanmış öğrenmeye
  2. Silolar ve hiyerarşilerden ziyade müşteri odaklı işbirliğine
  3. “Big-Bang” kampanyalardan ziyade uyumlanabilir ve döngüsel kampanyalara
  4. Sabit tahminlerden ziyade müşteri keşfi sürecine
  5. Katı planlamalardan ziyade esnek planlamalara
  6. Bir plana bağlı kalmaktan ziyade değişime karşılık vermeye
  7. Az sayıda büyük iddialardan ziyade çok sayıda küçük deneylere
değer vermeye kanaat getirdik.

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