The Agile Marketer

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Smart Roland. The Agile Marketer

Preface

Acknowledgments

Part I. How Development Methods Influence Marketing

Chapter 1. Why Marketing Needs to Adapt

Chapter 2. The Modern Marketer's Challenge

Chapter 3. Scaling Sales: Marketing and the Role of Automation

Chapter 4. The Rise of Agile

Part II. Adaptive Methods for Modernizing Marketing

Chapter 5. A Snapshot of Leading Methods

Chapter 6. The Skinny on Scrum

Chapter 7. Kanban: Lean Meets Agile

Chapter 8. Implementing Agile: Key Considerations

Chapter 9. Implementing Agile: Common Objections

Chapter 10. Your North Star: The Agile Marketing Manifesto

Part III. Linking Innovation and Customer Experience

Chapter 11. Integrating Marketing and Innovation with Agile

Chapter 12. Beyond Agile: More Methods to Link Marketing and Product Management with Innovation

Chapter 13. Beyond Agile: Marketing’s Role in the Customer Experience

Part IV. Modern Marketing and the Customer Experience

Chapter 14. From Deeper Customer Relationship to Richer Customer Experience

Chapter 15. Growth Hacking

Chapter 16. Lessons from the Collaborative Economy

Conclusion: The Steward of Customer Experience

Appendix 1

Appendix 2

Resources

About the Author

Index

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The goal of this book is to share some of what I've learned from my own journey as a marketer. My motivation stems from the fact that some of my greatest insights have come from books that I've read while learning my trade in the trenches. Books like Competitive Advantage, Innovation and Entrepreneurship, The Cluetrain Manifesto, The Innovator's Dilemma, Crossing the Chasm, Predictably Irrational, The Lean Startup, and Digital Body Language —to name a few – made me stop and reevaluate how to approach my work. Sometimes they even took me in a completely new direction that proved rewarding. I've applied the insights from these readings over the years in ventures that succeeded and ventures that failed. Throughout my journey, I've been exposed to just about every aspect of marketing. I've also been fortunate to work at companies where I could balance my interest in marketing and product design with my broader interest in entrepreneurialism and business. This explains why I've grown to be a product-oriented marketer who appreciates and embraces contemporary innovation practices.

My interest in marketing technology started in earnest when I joined a consumer packaged goods company as its first employee. Adina was founded and managed by a successful entrepreneur, Greg Steltenpohl, whose previous company, Odwalla, was acquired by The Coca-Cola Company. For three years, I worked with him running the marketing group. We launched three products into national distribution as social marketing became a thing.

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This may well be your single biggest purchase to date. As you are inclined to do, you'll start your search by browsing on your mobile device and asking for suggestions on social.

Facebook picks up your intentions and presents an ad for a hybrid Cadillac. You knowingly take the bait and investigate its site. You also download the Cadillac's mobile app before heading out to the dealership to learn more. Sitting in the car, the first thing you notice is the Cadillac User Experience (CUE) display. You can connect your phone but that doesn't add much value to your experience. That's disappointing. You take the test drive, though, and return to the showroom to briefly get some idea about available options and pricing.

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