Rapid iterations with learning intent apply much more broadly than simply testing a few ads. It means that marketing approaches everything with the attitude that we’re going to get something out in front of customers quickly, gather their feedback, and iterate our way to success.
This requires a mindset of learning intent and a relentless focus on delighting the customer through constant improvement. It also requires that teams measure their tempo. How many tests a week are we performing? How long does it take us to build a new campaign? How are we testing our hypothesis upfront and making decisions based on customer feedback?
The agile manifesto consists of seven values that formes the culture:
Agile Marketing Values.
Giving a team member responsible for performing a certain function isn’t going to result in success if the team member doesn’t have the skills to perform that function.
The agile manager’s responsibility in an Agile organization is to teach. Rather than make decisions or approve decisions, managers in an agile organization should teach people how to make great decisions.
Leaders must clearly communicate the purpose and the current major goals and ensure that every member of the organization experience that goal. Words Matter. They mirror a perspective on ourselves and the mission we have.
The leader’s job then is to first make visible to the entire group what everyone thinks to be reality—what they see—and make all perspectives equally valuable.