Le manifeste du Marketing AGILE…

Un continuum évident (à présent qu’il est proposé)… Reste à voir l’intérêt qu’il réussira à susciter !

Les valeurs :

  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

Les principes :

  • Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems
  • We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage
  • Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale
  • Great marketing requires close alignment with the business people, sales and development
  • Build marketing programs around motivated individuals. Give them the environment and support they need, and trust them to get the job done
  • Learning, through the build-measure-learn feedback loop, is the primary measure of progress
  • Sustainable marketing requires you to keep a constant pace and pipeline
  • Don’t be afraid to fail; just don’t fail the same way twice
  • Continuous attention to marketing fundamentals and good design enhances agility
  • Simplicity is essential

Source : agilemarketingmanifesto.org

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