In this Marketing Smarts podcast, we discuss agile marketing with Frank Days, who defines the agile method, discusses why marketers are "going agile," and recounts his experience using the method.

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With continually mounting pressure on marketers to get more done with less, all while trying to keep pace in a business world increasingly running at the speed of real time, many businesses are looking for more efficient and flexible ways to launch programs, respond to changing priorities and market conditions, and, above all, produce measurable results.

One approach that is attracting a lot of attention is “Agile marketing.” Borrowing some precepts and practices from the Agile Software Development movement, Agile marketing provides a methodology for planning and executing work that is adaptive, responsive, and driven by close collaboration and frequent communication between team members.

In this episode of Marketing Smarts, we talk with Frank Days, an enthusiastic practitioner of Agile marketing who is also the author of the Agile Marketing Blog and co-host, along with John Cass, of the Marketing Agility podcast. Days defines the Agile method, discusses why more and more marketers (particularly in the tech sector) are “going Agile,” and recounts his own experience putting the Agile method into practice.

Why does Frank find Agile marketing so appealing? First of all, he feels that it is the most appropriate approach to projects, such as content marketing, which are non-linear by nature and require the ability to respond quickly to the unpredictability inherent in social media.

Second of all, with its emphasis on daily meetings (“scrums”) and ongoing communication, the Agile method promotes alignment of team members and encourages them to focus on the things that matter right now.

Finally, and most importantly from a productivity standpoint, Frank says that, with an Agile approach, “In general, you get a lot more done.”

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Published on October 5, 2011