Jim Ewel - The Six Disciplines of Agile Marketing: Proven Practices for more Effective Marketing and Better Business Results

1. Preface
2. Chapter 1
3. Chapter 3
4. Chapter 5
5. Chapter 6
6. Chapter 7
7. Chapter 8
8. Chapter 9
9. Chapter 10
10. Chapter 11
11. Chapter 13
12. Chapter 14
13. Chapter 15
14. Chapter 17
15. Chapter 18
16. Chapter 19
17. Chapter 20
18. Chapter 23
19. Chapter 24
20. Chapter 25

The Six Disciplines of Agile Marketing provides a comprehensive guide to the principles, practices, methods, and mindset of Agile Marketing. If you have a question about how a particular Agile approach (such as Kanban or Scrum) or Agile principle (such as embracing change) applies to the world of marketing, you are certain to find an answer here. Best of all, you'll never lose sight of why these ideas are so critical and relevant for modern marketers.

Matt LeMay, Cofounder and Partner at Sudden Compass, Author of Agile for Everybody

This book distills years of experience practicing and teaching agile marketing into a pragmatic guide for leaders and practitioners. The insights within could only have emerged from an iterative process adapting the agile approach to marketing organizations and will help you speed adoption at your company.

Roland Smart, CMO/COO DBT Center of Marin, former VP of Social and Community Marketing, Oracle, author of The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage

Even with my twenty years of experience in the ad business, I have been inspired by Jim's amazing breadth of real-world experience and his drive to create real, forward momentum in marketing practices for today's complex environment. Jim's experience and foresight has produced a body of knowledge and practices that embraces not only a total business perspective but a practical how to, both at a team level and at an organizational level. Get the book, study it and apply its many valuable lessons.

Jeff Plowman, Founder, The Super Market Business and Brand Consultancy, former EVP and Managing Director, McCann Erickson

Moving beyond the buzzwords, Jim provides a down-to-earth yet deep and actionable take on what disciplined Agile Marketing looks like. Agile is the modern business operating system and this is a great guide to how to install and tweak it for your needs.

Yuval Yeret, Enterprise Agile Consultant, AgileSparks

Jim Ewel's book The Six Disciplines of Agile Marketing provides a practical guide to implementing Agile Marketing in organizations of all sizes. How can companies survive and prosper in the most critical times, including the most recent COVID-19 pandemic? By using Agile to respond to changing market conditions and to innovate quickly. Read this book, as Jim brings his many years of experience to bear on the many problems facing marketing organizations today.

John Cass, Digital strategist, founder, Boston Agile Marketing Meetup, former President, Boston chapter of the American Marketing Association

JIM EWEL

Copyright 2021 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data is Available:

ISBN 9781119712039 (Hardcover)

ISBN 9781119712053 (ePDF)

ISBN 9781119712046 (ePub)

Cover Art & Design: Paul McCarthy

To my wife, Ann, whose support and encouragement made this book possible.

It has never been a better time to be a marketer.

The explosion of technology over the past 20 years has created myriad ways for us to attract, engage, and delight customers. Thousands of marketing and technologymartechsoftware companies vie to empower us in ever more innovative ways. Social networks and search engines give us virtually unlimited reach.

The digital world provides us a palette that holds an infinite variety of hues; we apply them, with every imaginable brush, knife, and sponge, to a canvas as expansive as our collective imagination.

And never have we seen greater demand for this power to create.

Marketing, once a peripheral function at many companiesthe arts and crafts department, as a colleague once lamentednow sits at the center of the organization. We are the heartbeat of customer experience, delivering customer engagement to the far reaches of the organization and returning rich insights to the management brain.

We who master the art, the science, the engineering of modern marketing, can have the world at our feet.

And yet.

And yet many organizations struggle to harness this awesome creative power that sits, seemingly, beyond their grasp.

It's not because they can't afford it. Most marketing tools are relatively inexpensive, especially when we take them for a test runthe ubiquitous freemium model of software-as-a-service (SaaS). And most cloud tools scale; we pay for what we use.